Golden opportunities? How marketing expectations drive purchase intentions of golden rice in Bangladesh and the Philippines.

ABSTRACT: Golden Rice (GR), genetically modified (GM) rice enriched with provitamin A, holds promise to address micronutrient deficiencies in developing countries. However, its success hinges on market acceptance. This study investigates how the marketing aspects of GR influence consumers' purchase intentions in Bangladesh and the Philippines. The Expectation Confirmation Theory (ECT) is employed to analyze the role of expectations regarding the marketing mix components (i.e. product, price, place, promotion), risk perceptions, performance expectations, and expected satisfaction on consumers' purchase intentions. Data from online surveys in Bangladesh (n = 391) and the Philippines (n = 354), collected using convenience sampling, were analyzed using structural equation modeling. Finding

SUBMITTER: Ethen DZ 

PROVIDER: S-EPMC11581164 | biostudies-literature | 2024 Dec

REPOSITORIES: biostudies-literature