No Control, No Consumption: Association of Low Perceived Control and Intention to Accept Genetically Modified Food

Based on compensatory control theory, the aim of this study was to examine the effects of perceived control on people’s acceptance of genetically modified (GM) foods by using both correlational and experimental methods. Compensatory control theory proposes that the lower an individual’s perceived control, the higher their need for structure, order, and certainty. Therefore, based on beliefs about GM foods that make some people less certain that those foods are as safe as traditional foods, we hypothesized that individuals with lower levels of perceived control are more inclined to reject GM foods. The analysis of questionnaire responses in Study 1 revealed that individuals’ sense of control negatively predicted their risk perception of GM foods, while the need for structure played a mediating role. In Study 2, using a between-subject design, we manipulated participants’ perceived control (higher vs. lower) and subsequently measured their risk perception and purchasing preferences for GM foods. The results in Study 2 show that under lower control conditions, individuals recognize higher risks related to GM foods, which, in turn, decreases their willingness to purchase GM foods. These results not only suggest that perceived control is a potential influential personal factor of the acceptance of GM foods but also extend the scope of the application of compensatory control theory.