Students from FPT University won the championship in scientific research with a project on genetically modified foods

The research conducted by a group of students from FPT University, Can Tho branch, won the Championship in the Multimedia Communication Subcommittee at the FPT Edu Research Festival 2024.

Consumers today have varying opinions on the use of genetically modified foods. For Generation Z—the generation that is quick to adapt to trends—there is still a lack of comprehensive information to make informed decisions about consuming these foods. This can impact businesses, managers, and the food production industry as a whole.

 

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In response to the current situation, a group of Business Administration students from FPT University, Can Tho branch, consisting of Le Thi Ngoc Trang, Phan Thi Yen Nhi, and Le Tran Bao Ngoc, conducted a project comprising three scientific research topics on genetically modified foods. One of the topics, titled “The Perception and Acceptance of Vietnamese Generation Z towards the Application of Biotechnology in Food Production: A Study on the Impact of Knowledge, Beliefs, and Perceptions on Attitudes and Purchase Intentions towards Genetically Modified Foods,” was presented at the FPT Edu Research Festival 2024 finals.

By examining factors such as knowledge, beliefs, benefits, and perceived risks of genetically modified foods among Generation Z, the group explored this generation’s perception and acceptance of using GM products. Gaining acceptance from Generation Z is crucial as they represent a “potential customer” base in the global economy and the service and product industry specifically.

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The student group presented their topic at the finals of the FPT Edu Research Festival 2024, Multimedia Communication Subcommittee

Understanding the consumption behavior of young people can help domestic businesses leverage their desires and create more impactful marketing strategies.

The research employed a quantitative method, collecting data through a questionnaire based on previous studies. Data from a survey sample of 485 individuals were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM).

The results indicate that enhancing knowledge, beliefs, and awareness among Generation Z about the benefits of genetically modified products has a positive impact on purchase intentions. However, customers do not show a negative attitude when exposed to information about the risks associated with these products. From this, businesses can develop appropriate marketing strategies to address consumer concerns, while highlighting the benefits of genetically modified foods to encourage informed and positive consumer behavior towards these products.

The study emphasizes the importance of communication and providing complete and accurate information to ensure that consumers, especially Generation Z, have the appropriate awareness and behavior regarding genetically modified foods, thereby positively impacting the food production and processing industry in general and genetically modified foods in particular.

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Three members, who are students from FPT University, Can Tho branch, were new to scientific research but were guided with systematic methods and demonstrated their existing capabilities

At the finals of the FPT Edu Research Festival 2024, the research topic of the group won the Championship in the Multimedia Communication Subcommittee. The expert panel of the subcommittee praised the topic for its high academic value. The group also effectively used the results from this research to develop a highly practical communication project aimed at influencing consumer perception and behavior.

Accompanying the members of this research project, Ms. Ngo Thi Thuy An (Head of the Soft Skills Department, FPT University, Can Tho branch) noted that the group members demonstrated strong research capabilities. Previously, the group had conducted two studies on genetically modified foods, and this current topic is the third part of their project. All three topics are currently under review for publication in several Q1 journals listed in the ISI/Scopus database.

The FPT Edu Research Festival is an annual scientific research competition organized by FPT Education Organization to help students practice, learn, and improve their research skills in their respective fields. The competition also provides opportunities for students within and outside of FPT Edu to learn and connect with domestic and international experts. This year’s theme is “Experience: Dare to Succeed,” featuring 52 teams with over 150 contestants competing in the finals across five subcommittees: Information Technology, Economics – Business Administration, Multimedia Communication, Digital Art Design, and Languages.

According to Bao Giao duc Viet Nam