Indirect effects.

Genetically Modified Foods (GMF) have emerged as a significant topic within the global food industry, provoking extensive debates over their safety and impact on consumer choices. This research aims to explore the impact of knowledge and trust in GMF on Vietnamese consumers’ perceptions and their subsequent purchase intentions. By employing a quantitative methodology, this study gathered data from 424 valid respondents. The research model focuses on five constructs: knowledge, trust, perceived benefits, perceived risks, and purchase intentions. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses and examine the interrelationships among these constructs. The results showed that increased knowledge of GMF is linked to heightened perceptions of benefits and reduced perceptions of risks, thereby elevating purchase intentions. Trust in GMF significantly enhances perceived benefits but does not significantly affect risk evaluation, although it is positively correlated with purchase intentions. Moreover, perceptions of greater benefits are positively associated with higher purchase intentions, whereas increased risk perceptions negatively influence them. These results underscore the complex relationship among knowledge, trust, perceived benefits, and perceived risks in shaping consumer purchase intentions toward GMF. The study proposes a comprehensive model delineating how knowledge and trust impact Vietnamese consumers’ perceptions and purchase intentions regarding GMF. These findings provide implications for policymakers, business managers, and marketers, emphasizing the importance of disseminating transparent information, prioritizing trust-building, and adopting nuanced communication strategies. By effectively enhancing perceived benefits and addressing perceived risks, these strategies aim to foster positive consumer intentions and behaviors toward GMF.转基因食品（Genetically Modified Foods, GMF）已成为全球食品工业内的重要议题，引发了围绕其安全性以及对消费者选择影响的广泛争论。本研究旨在探讨消费者对转基因食品的认知程度与信任度，对越南消费者认知及其后续购买意愿的影响。本研究采用定量研究方法，共收集到424份有效受访者数据。本研究模型涵盖五大构念：认知程度、信任度、感知收益、感知风险与购买意愿。研究采用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling, PLS-SEM）对数据进行分析，以验证研究假设并检验各构念间的相互关系。研究结果显示，消费者对转基因食品的认知程度提升，会伴随感知收益的增加与感知风险的降低，进而提高其购买意愿。对转基因食品的信任度可显著提升消费者的感知收益，但并未对风险评估产生显著影响，不过信任度与购买意愿呈正相关关系。此外，感知收益越高，消费者购买意愿越强；而感知风险越高，购买意愿则越弱。上述结果凸显了认知程度、信任度、感知收益与感知风险之间的复杂关联，这些因素共同塑造了消费者对转基因食品的购买意愿。本研究提出了一套全面的模型，用以阐明认知程度与信任度如何影响越南消费者对转基因食品的认知与购买意愿。本研究结论可为政策制定者、企业管理者与营销人员提供启示，强调传播透明信息、优先建立信任以及采用精细化沟通策略的重要性。这些策略旨在通过有效提升消费者的感知收益并应对其感知风险，培育消费者对转基因食品的积极意愿与行为。