Affiliations 

  • 1 Universiti Teknologi MARA
MyJurnal

Abstract

Genetically Modified Foods (GMFs) has been a matter considerable interest and worldwide public controversy. Due to
the world’s fastest growing recognition that addresses food safety issues and other uncertainties. In order to solve this
problem, conducted research is appropriate to evaluate the consumers’ awareness towards the existing of genetically
modified foods in the urban and rural area in Sarawak. This study conducted to identify the level of awareness towards
consumers because they had little knowledge on genetically modified foods and they also cannot assess genetically
modified foods by themselves. Furthermore, this study will provide the firm’s top management to more concern about
genetically modified and also provides knowledge for the further research. A 46 structured questions consumer survey
has been prepared with a total 351 respondents from urban and 100 respondents from rural had been collected
emphasizing on awareness of the consumers about genetically modified foods, the acceptability of GMFs by consumers
and legislations and information sources were assessed in the questionnaire. The results show that the level of genetically
modified food in both urban and rural area is very low. Consumers failed to indicate or identify its appearance due to
lack of labeling and information in packaging. The study showed that the consumers were not aware which products
contain genetically modified despite living in urban or rural areas. Since GMFs will be merging in the future, there is
need finding out the consumer’s awareness, attitudes, and perceptions toward GMFs. This study will provide a better
understanding of the company, marketer, and consumers on the level of consumers toward GMFs. Moreover, by
identifying awareness, attitudes, and perceptions allow the companies and marketers to fulfill the needs and wants of
consumers of difference segment as well preferences.