Özet:

This research has two fundamental purposes. The first purpose is to determine whether uncertainty avoidance and innovativeness-in-food has an effect on perceived risk and willingness-to-buy genetically modified foods. The second purpose is to determine whether perceived risk has a mediator role in the relationship between willingness-to-buy and uncertainty avoidance, and willingnessto-buy and innovativeness-in-food; and whether innovativeness-in-food has a mediator role in the relationship between willingness-to-buy and uncertainty avoidance. Data were gathered from consumers by using survey through face-toface interviews. Regression and mediation analysis were used to test the hypotheses. The findings suggest that willingness-to-buy was affected by both perceived risk and uncertainty avoidance negatively while affected innovativeness-in-food positively. They, also, clearly show that the perceived risk and innovativeness-in-food play fundamental roles in willingness-to-buy genetically modified foods

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