CONSUMER BEHAVIOR TOWARD GENETICALLY MODIFIED FOOD APPLICATION OF TPB THEORY

Limited research has been conducted on consumer attitudes towards consumption of GM foods in Tunisia. Therefore, The purpose of this study is to investigate factors that affect consumer’s behavior to purchase genetically modified food by applying the theory of planned behavior and understanding the influence of perceived risk of GM food on consumers’ attitude as well as on consumers’ behavioral intention. A questionnaire was administered to 200 consumers .The method of structural equations is used to test the hypotheses of the research. The results of this study show that the intention to GM foods was positively related by attitude, perceived risk, subjective norms and perceived behavior control