The Impact Of Consumer Attitudes About Bioengineering On Purchase Behavior Intentions: Moderating Effects Of Innate Consumer Innovativeness And Anxiety

Abstract

Biotechnology is anticipated to be the next generation of innovations and is predicted to surpass the IT revolution in terms of economic prosperity (Darby and Zucher, 2003).  But available behavioral and social research relating to biotechnology is at its infant stage.  Most studies are qualitative in nature (i.e., focus groups) and are limited to public policy issues such as awareness, knowledge, and perception of risks (Bredahl, 1999; Frewer et al., 1997; Frewer, Howard, and Shepherd, 1997). According to Bredahl, 2001, few research projects have yet to determine how consumer attitudes can be expected to influence subsequent purchase behavior intentions with genetically modified products. As the U.S. Food and Drug Administration (FDA) continues to approve more and more inventions of biotechnology (i.e., foods such as genetically engineered potatoes and rice; industrial plastic from genetically modified organisms; and life saving pharmaceuticals for diseases such as cancer, HIV, and Alzheimer’s) there is a need for research that investigates how consumer attitudes about genetically modified products influence their purchase intentions and subsequent purchase behavior.  The primary purpose of this research is to investigate how consumer attitudes about bioengineering influence their purchase behavior intentions. Second, the influence of two personal variables innate consumer innovativeness and general anxiety about bioengineering as they relate to purchase behavior intentions will be investigated.  Finally, the study also makes an attempt to determine if the relationship between attitude and behavior intentions is moderated by the two personal variables innate consumer innovativeness and general anxiety about bioengineering.  Personal variables such as these can reasonably be expected to have a differential impact on the relationship between attitude about bioengineering and purchase behavior intentions.  That is, the strength of the relationship between attitude and purchase behavior intentions is likely to be stronger for consumers that are innovative and less anxious about bioengineering than others.  

The study results have implications for both researchers and promoters of bioengineering. For researchers, it should be noted that an extensive literature search was unable to find any empirical research to date that have investigated the moderating effects on the relationship between attitude about bioengineering and purchase behavior intentions.  For practitioners, the study will aid biotechnology firms in their efforts in building a more positive attitude about biotechnology in general and to identify the profile of consumers that are more likely to purchase and use products of this technology.