How knowledge influences the purchase intention of generation Z toward genetically modified foods

Genetically modified (GM) foods continue to generate extensive public debate globally, particularly in emerging markets where consumer understanding remains limited and inconsistent. This study investigates how consumer knowledge influences perceptions, attitudes, and purchase intentions toward GM foods among Vietnamese Generation Z. Grounded in the Stimulus–Organism–Response (SOR) framework and informed by the Health Belief Model (HBM) and the Theory of Planned Behavior (TPB), the study conceptualizes knowledge as an external stimulus that shapes cognitive evaluations and subsequent behavioral responses. Using a quantitative design, data were collected from 416 respondents and analyzed through partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0. The results show that higher levels of knowledge significantly increase perceived benefits and reduce perceived risks, which subsequently shape consumer attitude. Perceived benefits exert a notably stronger influence on attitude than perceived risks, and attitude further serves as a key predictor of purchase intention. The study also confirms the effects of the three components of TPB, indicating that purchase intention is strengthened when consumers hold a favorable attitude, perceive social approval, or feel confident in their ability to access and consume GM foods. The study also identifies key indirect pathways, showing that knowledge influences attitudes and purchase intentions primarily through perceived benefits, while risk-based pathways are not supported. These insights underscore the importance of transparent and evidence-based communication strategies that highlight the advantages of GM foods and address remaining concerns, thereby fostering more positive attitudes and stronger purchase intentions among Vietnamese Generation Z. • Knowledge strongly increases perceived benefits and reduces perceived risks toward GM foods. • Perceived benefits have a much stronger impact on attitudes than perceived risks. • Attitude, subjective norms, and behavioral control significantly boost purchase intention. • Knowledge shapes purchase intention mainly through perceived benefits and attitude. • Highlights need for transparent, evidence-based communication to strengthen GM food acceptance.