The Application of Biotechnology in Food Production: How Does Malaysian Consumers React?

Abstract

In recent years, the issue of the biotechnology applications in agro-food industry has received considerable attention. Consumers' attitudes towards biotechnology have been changing as more information has been provided to the public, primarily through media. This study attempted to examine the factors influencing consumers' purchasing decision of biotechnological food products in Malaysia. Data were collected in supermarkets in the area of Klang-Valley, Malaysia using mall-intercept approach. Based on the 274 responses, we found that the consumers' purchasing decision towards biotechnological food products were influenced by their social surroundings and religiosity levels.