1/7/2023 0 Comments Jingxi wechat pay chinachinaRice is an essential food crop and a staple food in the world that feeds more than half of the world’s population and over 60% of Chinese population ( Lou et al., 2014 Muthayya et al., 2014 Hu et al., 2018 Shin et al., 2022). The following observations are offered: health risks, moral risks, and purchase intention are negatively correlated environmental, functional, and economic risks have no significant correlation with purchase intention and trust and purchase intention have a significant positive correlation. Based on the structural equation model, online survey results of 564 consumers in eight provinces and cities are analyzed. Perceived risks explore how exclusion can weaken the purchase intention from the consumer perspective trust examines the benefits that support can provide. On the basis of the dual perspectives of perceived risks and trust, this study establishes a model of purchase intention for GM rice to explore the structural relationship between variables. Conversely, trust in the government, scientists, and media can stimulate consumer purchase. One of the important reasons is the consumer perception of its various risks. However, most consumers resist the commercialization of genetically modified (GM) rice. The Chinese government proactively fuels the application of biotechnology in agriculture and food to cope with increasingly severe food security issues. Rice is a staple food in China, and, thus, its security has drawn much attention. 2School of Logistics, Beijing Wuzi University, Beijing, China.1School of Information, Beijing Wuzi University, Beijing, China.
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