Consumer perception: an analysis on second generation genetically modified foods

Purpose - Genetically modified (GM) food consumption causes discussions among consumers. So, the present research is aimed to study the hypothetical consumption of a particular kind of GM food products in Italy, which are from the second generation. Design/methodology/approach - This research suggests both information about this particular kind of consumption and factors that determine their purchase through statistical techniques for testing and estimating causal relations, using data derived from carrying out sample surveys. Above all, the factor analysis and the cluster analysis are used for the aim of the study. Findings - The proposed study shows that transgenic consumption is especially linked to knowledge and impact on health, but also the possibilities that they are able to give when special properties, that can be added to food products, are considered. Moreover, it was possible to identify three kinds of consumer-of-food under investigation: the agree one (37 per cent of the sample), with highest level of perceived expectation and willingness to pay; the half-agree one (27 per cent), with lowest level of desire but highest level of satisfaction; and the disagree one (36 per cent), with negative relationship with all of the factors, particularly with the perceived expectation. Originality/value - The research considers a topic not addressed in details; moreover, it is also based on the author's own previous research and is its natural continuation and development, but also important for future researches.