THE IMPACT OF ATTITUDINAL FACTORS TO INDONESIAN PEOPLE’S PERCEIVED VALUES AND PURCHASE INTENTION OF GENETICALLY MODIFIED CROPS

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研究生：	余慧 Raissa Ivena Indrata
論文名稱：	THE IMPACT OF ATTITUDINAL FACTORS TO INDONESIAN PEOPLE’S PERCEIVED VALUES AND PURCHASE INTENTION OF GENETICALLY MODIFIED CROPS THE IMPACT OF ATTITUDINAL FACTORS TO INDONESIAN PEOPLE’S PERCEIVED VALUES AND PURCHASE INTENTION OF GENETICALLY MODIFIED CROPS
指導教授：	吳克振 Cou-Chen Wu
口試委員:	張譯尹 Yi-Ying Chang 吳克振 Cou-Chen Wu 張順教 Shun-Chiao Chang
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2019
畢業學年度：	107
語文別：	英文
論文頁數：	56
中文關鍵詞：	GM (Genetically Modified) crops 、Purchase Intention 、Perceived Benefits 、Perceived Risks 、Attitudinal Factors
外文關鍵詞：	GM (Genetically Modified) crops, Purchase Intention, Perceived Benefits, Perceived Risks, Attitudinal Factors
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Indonesia has suffered severe climate change and the negative effects of nature exploitation, which affect their food production. Dry season is getting longer and the increasing frequency of extreme weather and rainfall can cause floods. This situation is causing damage to many sectors, especially agricultural and fisheries. Indonesia is a developing country with huge population and high rate of birth, and that is why efforts to increase food production quickly, accurately and efficiently is extremely required.
To take care of this problem, Indonesia is starting to plan to use GM (Genetically Modified) crops to increase food production. Using GM, they can produce crops that can withstand severe climate change while also producing higher yields with shorter growing duration to satisfy the food demands of Indonesian population. Because GM crops is considered a new technology, people worry about the effect of GM crops consumption in the long run. But the utilization of GM crops in Indonesia is inevitable because Indonesian policy has given food safety approval and even environmental safety approval to a number of GM crops such as GM soybean, corn, and sugarcane, and even continuously imported several kind of GM crops from other countries
The consumption of GM crops may become Indonesia’s future, that is why it is important to know their level of understanding of GM technology and we also need to know the consumer purchase intention of Indonesian people towards GM crops. That is why in this research, based on several researches by Arvanitoyannis and Krystallis (2005); Bredahl (2001); Chen and Li (2007),the impacts of several Attitudinal factors (Positive Attitude, Negative Attitude, Knowledge, Trust, and Major Concern) to their Perceived Values (Perceived Benefits and Perceived Risks) and their Purchase Intention of GM crops. The result is the majorities of attitudinal factors impact their perceived values and purchase intention of GM crops. Indonesian people perceived more benefits and fewer risks from consumption of GMO products, especially GM crops. Indonesian people have rather high level of purchase intention of GM crops.

TABLE OF CONTENTS

ABSTRACT............................................................................... i
ACKNOWLEDGEMENTS...................................................................... ii
TABLE OF CONTENTS.....................................................................iii LIST OF TABLES......................................................................... v
LIST OF FIGURES ...................................................................... vi LIST OF APPENDICES .................................................................. vii
CHAPTER I ............................................................................. 1
1 Background ........................................................................ 1
2 Research Problem .................................................................. 4 1.3 Research Purpose................................................................... 4 1.4 Research Contribution ............................................................. 4
CHAPTER II ............................................................................ 5
1 Literature Review ................................................................. 5 2.1.1 Genetically Modified Crops (Plants) ............................................. 5 2.1.2 Attitudinal Factors ............................................................. 8 2.1.3 Perceived Values ............................................................... 12
1.4 Consumer Purchase Intention .................................................... 15
2 Theoretical Framework ............................................................ 16
2.1 Hypothesis Construct ........................................................... 16
2.2 Research Framework ............................................................. 19 CHAPTER III .......................................................................... 20 3.1 Research Approach and Design ..................................................... 20 3.2 Questionnaire Design ............................................................. 20 3.3 Data Collection Method ........................................................... 22 3.4 Research Population and Sampling ................................................. 22
5 Research Variables ............................................................... 23
6 Data Analysis .................................................................... 24 3.6.1 Descriptive Analysis ........................................................... 24
6.2 Statistical Analysis ........................................................... 24
6.2.1 Correlation Analysis ......................................................... 24
6.2.2 Reliability Analysis.......................................................... 24 3.6.2.3 Regression Analysis .......................................................... 25
CHAPTER IV............................................................................ 26 4.1 Survey Data Collection ........................................................... 26
2 Research Variables Result ........................................................ 27 4.2.1 Independent Variable – Positive Attitude ...................................... 27
2.2 Independent Variable – Negative Attitude ...................................... 28
2.3 Independent Variable – Knowledge .............................................. 28
2.4 Independent Variable – Trust .................................................. 28
2.5 Independent Variable – Major Concern .......................................... 28
2.6 Dependent Variable – Perceived Benefits (Perceived Values) .................... 29
2.7 Dependent Variable – Perceived Risks (Perceived Values) ....................... 29
2.8 Dependent Variable – Purchase Intention ....................................... 29
3 Data Examination ................................................................. 30 4.3.1 Reliability Analysis (Cronbach’s Alpha Test) .................................. 30
3.2 Correlation Analysis (Pearson Test)............................................. 30
3.3 Regression Analysis (Hypothesis Testing Result)................................. 32 4.4 Discussion ....................................................................... 35
4.1 Perceived Benefits (Perceived Values) .......................................... 35
4.2 Perceived Risks (Perceived Values) ............................................. 37
4.3 Purchase Intention ............................................................. 39 4.4.4 Perceived Values-Purchase Intention ............................................ 41
CHAPTER V ............................................................................ 42
1 Conclusion ....................................................................... 42
2 Practical Recommendation ......................................................... 44
3 Academic Recommendation and Research Limitations ................................. 45 REFERENCES ........................................................................... 46 APPENDICES ........................................................................... 50 
                                

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