FactorsinfluencingChineseconsumerbehaviorwhen buyinginnovativefoodproducts Faktory ovlivňující chování čínských spotřebitelů při nákupu inovovaných potravin

This study conceptualizes a model of hinese consumers' purchase decision for the gM foods by empirically testing the interrelationship among the gM food purchase decision determinants with a multi-attribute model. The purpo - se of this study is to explore what underlying factors affect the chinese consumer choice behavior for the gM food. A clear understanding of the determinants of consumers' gM food choice may enable policy makers and marketers to build effecti - ve policies and marketing strategies and to establish market position of the gM food. The results show that consumers' per - ceived concern toward the subjects such as limited information availability, environmental hazard as well as ethical issues of the gM food are strong indicators of consumers' gM food purchase decision.