Physical Sciences and Mathematics Commons^™

Influence Of Source Credibility On Consumer Acceptance Of Genetically Modified Foods In China, Mingyang Zhang, Chao Chen, Wuyang Hu, Lijun Chen, Jintao Zhan

Agricultural Economics Faculty Publications

This paper examines the reasoning mechanism behind the consumer acceptance of genetically modified foods (GMFs) in China, and investigates influence of source credibility on consumer acceptance of GMFs. Based on the original Persuasion Model—which was developed by Carl Hovland, an American psychologist and pioneer in the study of communication and its effect on attitudes and beliefs—we conducted a survey using multistage sampling from 1167 urban residents, which were proportionally selected from six cities in three economic regions (south, central, and north) in the Jiangsu province through face to face interviews. Mixed-process regression that could correct endogeneity and ordered probit model …