The relationship between the types of perceived risk about gmo foods and word of mouth communication, willingness to buy in consumers

The willingness to increase the quality of life and the negative occurrences in food sector caused consumers to become more sensitive in food consumption. In addition to increased food sensitivity, the unavailability of the scientific proofs, its being a new and a complex food in the market, controversies among the information resources might cause the birth of perceived risks about GMO foods in consumers.In this dissertation, in order to set light to the future studies and to reflect the present situation, the types of perceived risk about GMO foods were determined and the relationship between these perceived risk types and the word of mouth communication and willingness to buy GMO foods was analysed by using quantitative and qualitative data. The results of the study showed that physical risk, performance risk, financial risk and psychological risk were perceived related to GMO foods. Additionally, it was found that when the word of mouth communication increased, the physical risk, performance risk and psychological risk increased and when the physical risk, performance risk, financial risk and psychological risk increased, the willingness to buy GMO foods decreased. After the discussion of the results of the study, suggestions were given for marketers, public policy makers and the future studies.