15 Borneo International Journal eISSN 2636-9826; Vol. 1 (1); 2018; 15-19 Published by Majmuah Enterprise www.majmuah.com Comparing Consumer’s Awareness, Attitudes and Perceptions towards Genetically Modified Foods (GMFs) A. F. MAHDI *,1 , M. Z. M. ZIN 2 1 Alumni of Business Management Faculty, Universiti Teknologi MARA Sarawak, Samarahan Campus, Sarawak, Malaysia ACIS, 2 Universiti Teknologi MARA Sarawak, Samarahan Campus, Sarawak, Malaysia Email: faisalmahdi@sarawak.uitm.edu.my | Tel: +60198485403 Received: July 1, 2018 Accepted: August 3, 2018 Online Published: September 20, 2018 Abstrak 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 or der 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. Keywords: consumer attitude; perception; genetically modified foods 1. Introduction The production of genetically modified foods has been a matter considerable interest and worldwide public controversy. The development of genetically modified foods has involved scientists and regulator much more than economists. Recently, genetically modified foods have been growing recognition which that to address food safety issues and other uncertainties where expertise from other disciplines is deemed important (Appell, 2001). GMF is a set of gene technology that makes changes in the machinery of such living organisms through recombinant DNA technology and the resulting organism is said to be “Genetically Modified (GM)”, Genetically engineered” or Transgenic” (Bawa & Anilakumar, 2013). GMFs include plants and animals that have already undergone gene manipulation (Tanius & Seng, 2015). GMFs typically products that are consumed in daily life such as milk and tomato increase its complexity. There are several categories in which GMFs exist which include soybean, canola, potatoes, eggplants, strawberries, corn, lettuce and others, including medicines and vaccines, foods ingredients, feeds and fibers (Costa-Font, Gil, & Traill, 2008). According to Bawa and Anilakumar (2013), people will generally not consume foods associated with negative perceptions and uninformed concerns. Some even avoid GMFs associated with negative environmental impact in the production processes or agricultural practices, and perceptions that there is uncertainty associated with unintended human or animal health effects. Majority of British consumers think that GMFs are unsafe. Demands for them in most supermarkets in the UK have slowly phased them out. Meanwhile, European consumers demand minimum labelling, transparent and independent safety testing of all GMFs (Pusztai & Bardocz, 2011). Biotechnology is the main technologies which could propel Malaysia towards developed nation by 2020. The activities are categorized into seven (7) namely food, animal, plant, bio – pharmacy, molecular biology, and industry or environment biotechnology (BIOTEK, 2008). The aim of this study is to identify the level of consumer’s awareness, attitudes, and perceptions towards genetically modified foods between rural and urban consumers.