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Abstract：
Genetically modified food (GMF) is one of the most debated issues in the food market. There has been considerable interest from both academic researchers and policy makers regarding the antecedents and consequences of the commercial adoption of GMF applications. Conceptually, GMF can be defined as \"Genetically modified (hereafter GM) foods are produced from genetically modified seeds or ingredients derived from plants or animals whose DNA has been manipulated using genetic engineering methods\" [1, p. 2861]. However, only a limited number of studies have tested the related issues of GMF products from a customer perspective. Thus, this project intends to discover and examine the main drivers and hindrances in predicting customers\' intention and buying decision behaviour in developing Arabian countries (i.e., Jordan). A diffusion of innovations (DOIs) model was selected as the theoretical basis for the current study project. A field survey study was conducted to collect the requested quantitative data from a convenience sample of Jordanian customers. Statistical results largely supported the role of relative advantage, compatibility, trialability, social approval, awareness, perceived risk and price value on the behavioural intention to adopt GMF products, which in turn significantly predicted actual adoption behaviour. The results of the current project will hopefully expand the current academic understanding of the main factors that predict Jordanian customers\' perception and adoption of GMF products.
摘要：
转基因食品（GMF）是食品市场上最有争议的问题之一。学术研究人员和政策制定者对GMF应用的商业采用的前身和后果都有相当大的兴趣。概念上,GMF可以定义为“转基因（以下称为转基因）食品是由转基因种子或来自植物或动物的成分产生的，其DNA已使用基因工程方法进行了操纵，”[1，第2861页]。然而,只有有限的研究从客户的角度测试了GMF产品的相关问题。因此，该项目旨在发现和研究发展中国家在预测客户意向和购买决策行为方面的主要驱动因素和障碍(即，乔丹）。选择创新扩散（DOI）模型作为当前研究项目的理论基础。进行了实地调查研究，以从约旦客户的便利样本中收集所需的定量数据。统计结果在很大程度上支持了相对优势的作用，兼容性,可试验性,社会认可,意识,采用GMF产品的行为意向的感知风险和价格价值，这反过来又显著预测了实际的收养行为。当前项目的结果将有望扩大对预测约旦客户对GMF产品的认知和采用的主要因素的当前学术理解。
