Incorporating Communication Factors in the Theory of Planned Behavior to Predict Chinese University Students’ Intention to Consume Genetically Modified Foods

Authors

  • Li Li Yunnan University
  • John Robert Bautista Nanyang Technological University

Keywords:

genetically modified foods, theory of planned behavior, media attention, interpersonal discussion, elaboration

Abstract

Aside from personal beliefs, the decision to consume genetically modified foods (GMFs) can be explained by individuals’ elaboration of information gained from the media and interpersonal discussion. Based on this idea, we incorporated communication factors (i.e., media attention, interpersonal discussion, and elaboration) with factors derived from the theory of planned behavior (i.e., attitude, subjective norm, and perceived behavioral control) to predict intention to consume GMFs in China. Results of the hierarchical regression analysis based on Web survey data from 467 university students showed that attitude, subjective norm, and perceived behavioral control were positively related to intention to consume GMFs. Although all communication factors did not predict intention to consume GMFs, we found that elaboration moderated the relationship between media attention and interpersonal discussion to intention to consume GMFs. Theoretical and practical implications are discussed.

Author Biographies

Li Li, Yunnan University

Li Li (PhD, Nanyang Technological University, Singapore) is an Associate Professor in the School of Journalism at Yunnan University, P. R. China. Her research interest spans the areas of uses and impacts of new media technology, health-risk communication, and public opinion. Phone: 860871-65033603.

John Robert Bautista, Nanyang Technological University

John Robert Bautista is a Bullard Research Fellow in the School of Information at University of Texas at Austin. His research interests focus on the health and risk communication.

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Published

2020-04-13

Issue

Vol. 14 (2020)

Section

Articles

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