Korean consumers' risk perceptions of new and modified food technologies: an application of an ordered logit approach

Risk perception influences food preference and purchase decision. Perceived risk is assumed to be formed by various causes. Although previous studies have identified the relationship between risk perception and attitudes, trust, and socio-economic characteristics, these studies focused on the U.S. or the EU countries. This research focused on the risk perception of consumers in the Republic of Korea. Data collected in Seoul in 2003 were used to estimate seven equations identifying key factors influencing risk perceptions related to food consumption. Respondents indicated the amount of subjective risk about potential risk source associated with eating foods raised or treated with new technologies. The ordered logit approach was estimated. The fear from eating contaminated foods, the degree of support for research activities, a preference toward agricultural production technology, and the technology approval process significantly influenced consumer risk perception.