Psychological and economic drivers of consumer purchase intentions for genetically modified foods

Genetically modified (GM) foods remain controversial in the global food market, with debates surrounding their environmental, health, and economic implications. While extensive research has examined the adoption and regulation of GM products, relatively few studies have explored consumer purchase intentions and their underlying psychological and economic drivers, particularly in emerging economies. This study aims to identify the key factors influencing consumers' purchase intention toward GM foods in Iran by integrating the Diffusion of Innovation (DOI) Model and the Theory of Planned Behavior (TPB). Additional factors, including awareness, perceived price value, health concerns, and environmental considerations, were incorporated to comprehensively understand GM food acceptance. A structured survey was conducted among 377 consumers in Tehran, and data were analyzed using structural equation modeling (SEM). The results indicate that health concerns have the strongest negative effect on purchase intention, whereas compatibility and perceived relative advantage exert significant positive influences. Attitude and perceived value were also found to be positive and significant predictors. These findings offer valuable insights for policymakers to design targeted educational and communication strategies that address consumer concerns and promote informed, science-based decision-making. The study also contributes to ongoing discussions on sustainable food systems and the responsible use of biotechnology in enhancing food security.