Soo, Johannah Li Mei

This dissertation examines the purchase intention of genetically modified (GM) food by consumers in Singapore, specifically investigates the perceived and measured knowledge of consumers on GM food; the perceptions towards the attributes of GM food; the support for the use of genetic medication technology on food; as well as the motivation to purchase GM food. Research of such nature is scarce in Singapore. This exploratory study would provide fundamental information for policy makers in the area of food labelling, for educators and food producers in drawing up programmes for consumers education. The conceptual model of purchase intention was based on the Theory of Planned Behaviour (Ajzen, 1991) and the consumer decision-making model by Schiffman & Kanuk (2007).

The sample was made up of 263 consumers with purchasing power, 120 tertiary science students and 382 secondary students (N = 765). The subjects were grouped based on age and education. The purchase intention of GM food was based on the ratings on the support for genetic modification technology on food production and the motivation to purchase GM food. The three groups of consumers were compared in terms of their differences in the knowledge on GM food and gender. The instrument was a self-administered survey modified from several published scales and surveys to suit the Singapore context (Eurobarometer survey, multi-dimensional scale by Pope et al. (2004) and scale by Subrahmanyan and Cheng, (2000) and GMAC online quiz). Cronbach‟s Alphas for the two scales in the instrument used in the survey were above 0.7.

The findings of this study showed that in general, purchase intention of GM food is positive. The results indicated that consumers with a science background had more knowledge on genetics and GM food, were more positive perceptions towards the attributes of GM food, were more likely to support for the technology and more motivation to purchase GM food. Among the different groups of consumers, tertiary science students i.e. those with science background, were most likely to purchase GM food and the consumers with purchasing power were least likely to purchase GM food. Younger consumers (i.e. those below the age of 24 years) were more willing to purchase GM food. Female consumers indicated that they were more likely to purchase GM food than male consumers, though the difference was not statistically significant.

Consumers in Singapore trusted government agencies in providing information about GM food and issues. The results of the study suggested that the use of the Internet to inform consumers on GM food and issues via the government websites would be most effective channel.

The study, though limited in scope, provided an overview on how consumers in Singapore viewed GM food. A larger sample size and a more extensive study would be needed for more precise analysis of individual differences.