Effects of source credibility via social media on the risk perception and purchase intention toward genetically modified foods
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A two by four between-subjects design was used to investigate the effects of source credibility and risk attitude on young millennials’ risk perception of Genetically Modified (GM) foods, perceived benefits of GM foods and purchase intention toward GM foods in different countries (China and the United States). Results indicated young millennials’ risk attitude significantly influenced their purchase intention toward GM foods. In both China and the U.S., risk-seeking participants had a higher purchase intention for GM foods than risk-aversion participants. In addition, in China, risk-seeking participants perceived more benefits of GM foods than risk-aversion participants. There was also a significant interaction effect of source credibility and risk attitudes on Chinese young millennials’ risk perception of GM foods. Specifically, among the risk-seeking participants, those who viewed the scientist stimuli had a significantly lower risk perception of GM foods than whose who saw the company stimuli.