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The Role of Social Media in Shaping Knowledge, Attitudes, and Purchase Intention Toward Genetically Modified Foods in Saudi Arabia

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  • Mohammad Hatim Abuljadail

    (Marketing Communication Department, Faculty of Communication and Media, King Abdulaziz University, P.O. Box 80200, Jeddah 22254, Saudi Arabia)

Abstract

Genetically Modified Foods (GMFs) have become one of the most controversial innovations in food production and biotechnology. Public concerns regarding the safety, ethical considerations, and health impacts of GMFs have fueled widespread debate. This study explores the impact of social media exposure on individuals’ knowledge of and attitudes toward Genetically Modified Foods and how these factors influence their purchase intention. The findings from an online survey of 467 participants in Saudi Arabia show that higher levels of social media exposure are associated with increased knowledge and stronger perceptions of both benefits and risks of GMFs. Purchase intentions, however, are driven primarily by perceived benefits (positively) and perceived risks (negatively), while knowledge exerts an indirect effect through these attitudinal components.

Suggested Citation

  • Mohammad Hatim Abuljadail, 2025. "The Role of Social Media in Shaping Knowledge, Attitudes, and Purchase Intention Toward Genetically Modified Foods in Saudi Arabia," Sustainability, MDPI, vol. 17(24), pages 1-19, December.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:24:p:11279-:d:1819409
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