Drivers of genetically modified food acceptance in members of generations Z and Y: Insights from a theory of planned behavior framework

Genetically modified food (GMF), which emerged in the mid-1990s, have enabled the development of more affordable, sustainable products with enhanced characteristics compared to their conventional counterparts. However, their consumption in European Union countries such as Spain remains limited. This paper develops a model based on the theory of planned behavior to explain the behavioral intention (BI) to use GMF, considering perceived value (PV), perceived usefulness (PU), perceived risk (PR), food neophobia (NPH), social influence (SI), gender, and age. Subsequently, it is tested in a sample of zoomers (members of Generation Z) and millennials (members of the Generation Y). Structural equation modeling reveals that PV, PU, SI, and belonging to Generation Z (GENZ) have a significantly positive influence on BI, while PR has a negative impact. Additionally, quantile regressions confirm that PU and SI are the most influential variables, as they maintain a consistent positive impact in the analyzed quantiles. The influence of PV, PR, and GENZ also remained consistent in sign in all quantile regressions. However, while PV and PR showed significant coefficients in most percentiles, GENZ was significant only at the extremes of the BI range. In a nutshell, PU and SI are the strongest positive predictors of behavioral intention, while PR acts as a consistent deterrent. Members of generation Z show higher predisposition toward GMF acceptance, particularly at the extremes of BI. The results of the analysis have various practical implications for the successful implementation of GMF, which are discussed in this study.