The Italian Consumer and Genetically Modified Food

Recently consumer’s behaviour towards food products has been increasingly influenced by quality and safety and, in that context, genetically modified organisms have taken particular significance: they can be defined as organisms in which the DNA has been altered in a way that does not occur naturally. Moreover, food safety has been the object of increasing attention in recent years as a major consumer concern, because it affects purchasing behaviours. So, the consumption of genetically modified foods appears to be the cause of particular doubts and hesitations among consumers, above all in a particular European country such as Italy. In the present research a survey to analyze the consumption of genetically modified foods among Italian people is presented. Objectives: to explore genetically modified food’s consumption among Italian people and, then, to suggest a statistical model to explain purchasing behaviours in the specific Italian market.