Decoding consumer resistance to genetically modified foods: insights from innovation resistance theory and religiosity

Purpose The research examines consumer resistance towards genetically modified (GM) foods, using innovation resistance theory (IRT) as the theoretical framework and religiosity as a moderating influence. Design/methodology/approach A cross-sectional survey of 357 Indian adults was conducted and analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS v4 to test the effects of five innovation resistance barriers (usage, value, risk, tradition, and image) on adoption intention toward GM foods, with religiosity examined as a moderating variable. Findings All five barriers exerted significant negative effects on adoption intention. Psychological barriers showed stronger influence than functional barriers, with image emerging as the strongest predictor overall. Religiosity strengthened the negative effects of usage, risk, tradition and image barriers, but did not moderate the effects of value barriers. Research limitations/implications The findings demonstrate that resistance is multidimensional, involving both functional and psychological barriers shaped by value-based reasoning. This conceptual advancement invites future research to examine moral and religio-cultural influences across different innovations and cultural settings, enabling deeper theoretical integration between consumer psychology, moral reasoning and innovation resistance frameworks. Originality/value This research extends IRT to GM foods. It incorporates religiosity as a moderating variable, providing a rich, value-laden insight to explain consumer resistance that is essential for both theory and practice.