Modeling of Tehran Residents Attitude to GMFs Using Structural Equations

Like many other innovations, genetically modified food products have received widespread pros and cons both within public community and scientific community. The technology expansions entails right public understanding of its benefits as well as reduction of phobia of its risks. This research aims to develop a model for evaluating public attitude towards GM food products.To this end structural equation modeling with PLS technique is used. The population include Tehran citizens and the sample consists of 830 citizens. Findings indicate that aptitude towards GMFP are affected by factors of perceived risks and benefits. These two factors are subsequently affected by three other major factors of general attitudes towards science and technology, awareness of GMP and trust.The general attitude towards GMF is positive, where men and single people have higher positive attitude towards GMF in comparison with women and married ones.The media includes three major channels of TV, internet websites and social networks; thus, it is recommended that policy makers take advantage of these media more efficiently and extensively in order to * Corresponding author: [email protected] shape the public opinion and attitude towards GMFs.