The Effects of Consumers' Perceived Benefits on Trust and Purchase Intention According to GMO and Non-GMO Labels

In recent years, there has been an emphasis on food safety and sustainability. As a result, plant-based alternative meats have gained traction in the food industry as a sustainable source of protein. This study analyzed differences in consumer perceived benefits by categorizing types of plant-based meat currently in the spotlight as unlabeled, GMO, and Non-GMO, and by examining differences in perceived benefits with the presence or absence of a HACCP label. Additionally, this study explores the relationship between perceived benefits, trust, and purchase intention. The analysis results show that consumers perceive greater environmental and health benefits in the order of Non-GMO, unlabeled, and GMO. The moderating effect of food safety certification was found to be insignificant. The perceived environmental and health benefits of plant-based meat have a significant impact on both trust and purchase intention. This study expands upon existing literature by analyzing the implementation of plant-based meat in the food service industry and evaluating consumer attitudes towards its environmental and health benefits.