Market Attitude Towards Genetically-Modified Food Products: A developing economy perspective

Yajeshwar Seetul, Praveen Balakrishnan Nair

Research output: Chapter in Book/Report/Conference proceedingChapter


Public/social behaviour is one of the main elements that determines the success or failure of any commercial product launched in the market, and food product marketing is no exception. There have been several studies conducted to assess attitude, awareness, or acceptance of genetically modified (GM) food products, giving a good insight about the perception towards this product. However, limited attempts have been made to determine the antecedents that influence the attitude towards GM food products in southeast Asian context. This chapter attempts to investigate the influence of perceived benefits, perceived risks, knowledge, general attitude, and trust on attitude towards GM food products in Malaysia, a fast-developing economy. To effectively develop the GM food industry, it is important for the government, policy makers, non-governmental organisations and the industry in general to seriously consider the market's attitude towards GM food products, while formulating commercialisation strategies.
Original languageEnglish
Title of host publicationGlobal Agricultural and Food Marketing in a Global Context
Subtitle of host publicationAdvancing Policy, Management, and Innovation
PublisherIGI Global
Number of pages23
ISBN (Electronic)9781668447826
ISBN (Print)9781668447802
Publication statusPublished - 2023

ASJC Scopus subject areas

  • Engineering(all)
  • Agricultural and Biological Sciences(all)
  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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