Consumers’ potential reactions towards genetically modified (GM) foods influence their commercial feasibility
and determine the decisions of economic agents. This paper studies the underlying factors
involved in determining consumers’ choice behaviour towards GM foods in order to develop an integrated
analytical framework. Reliable information about consumers’ behaviour towards GM foods should
lead to the design of political strategies intended to make citizens feel safe in their purchasing choices. In
addition, there is an analysis of behavioural differences due to consumers’ objective knowledge levels.
The research was performed in southern Spain using variance-based structural equation modelling,
namely the Partial Least Squares (PLS) regression technique. The results support those arguments that
connect consumers’ behavioural intentions, attitudes and different factors involved in determining consumer
choice, because attitudes towards GM foods link consumer purchasing intentions to the perceived
benefits and risks posed by GM foods. Furthermore, there are some insights into the moderating role
played by the consumers’ level of knowledge in their purchase intentions to GM food.