New Findings from University of Tehran in the Area of Genetically Modified Foods Reported (Psychological and Economic Drivers of Consumer Purchase Intentions for Genetically Modified Foods).

This article focuses on a study conducted by the University of Tehran examining the psychological and economic factors influencing consumer purchase intentions toward genetically modified (GM) foods in Iran. Using the Diffusion of Innovation (DOI) Model and the Theory of Planned Behavior (TPB), the research surveyed 377 consumers in Tehran and found that health concerns negatively impact purchase intentions, while compatibility, perceived relative advantage, attitude, and perceived value positively influence acceptance. The study highlights the importance of addressing consumer concerns through targeted educational strategies to support informed decision-making and contributes to discussions on sustainable food systems and biotechnology’s role in food security. [Extracted from the article]