Examining the key determinants of the jordanian customer's adoption of genetically modified food

Ali Abdallah Alalwan; Saeid Abu-Romman; Ghazi Al-Weshah; Yogesh K Dwivedi; Hanaa Albanna

doi:10.1016/j.heliyon.2023.e16920

Examining the key determinants of the jordanian customer's adoption of genetically modified food

Heliyon. 2023 Jun 3;9(6):e16920. doi: 10.1016/j.heliyon.2023.e16920. eCollection 2023 Jun.

Authors

Ali Abdallah Alalwan¹, Saeid Abu-Romman², Ghazi Al-Weshah³, Yogesh K Dwivedi^{4

5}, Hanaa Albanna⁶

Affiliations

¹ Department of Management and Marketing, College of Business and Economics, Qatar University, P.O. Box - 2713, Doha, Qatar.
² Al-Balqa Applied University, Department of Biotechnology, Al-Salt 19117, Jordan.
³ Department of Marketing, Faculty of Business, Al-Balqa Applied University, Jordan.
⁴ Digital Futures for Sustainable Business & Society Research Group, School of Management, Swansea University, Bay Campus, Fabian Bay, Swansea, SA1 8EN, Wales, UK.
⁵ Department of Management, Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, Maharashtra, India.
⁶ Northumbria University London (QAHE) London, UK.

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.

Keywords: Adoption; Customers; DOI; GMF; Jordan.