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Predicting responsiveness to information: consumer acceptance of biotechnology in animal products

Author

Listed:
  • David L Ortega
  • Jayson L Lusk
  • Wen Lin
  • Vincenzina Caputo

Abstract

We propose a novel framework using individual choice data and Bayesian updating to predict which consumers are most responsive to information—namely those consumers whose pre-information choices reveal a high level of uncertainty surrounding their preferences. We apply our method to the study of consumer acceptance of genetically modified animal products, which prior research has revealed is a particularly polarising subject. Utilising conditional willingness-to-pay estimates from mixed logit models, we find that individuals with higher preference uncertainty prior to receiving information are most responsive. Implications of our results are discussed in the context of recent breakthroughs in biotechnology.

Suggested Citation

  • David L Ortega & Jayson L Lusk & Wen Lin & Vincenzina Caputo, 0. "Predicting responsiveness to information: consumer acceptance of biotechnology in animal products," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 47(5), pages 1644-1667.
    • Handle: RePEc:oup:erevae:v:47:y::i:5:p:1644-1667.
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    File URL: http://hdl.handle.net/10.1093/erae/jbaa003
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    Citations

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    Cited by:

    1. Kelvin Balcombe & Dylan Bradley & Iain Fraser, 2021. "Do Consumers Really Care? An Economic Analysis of Consumer Attitudes Towards Food Produced Using Prohibited Production Methods," Journal of Agricultural Economics, Wiley Blackwell, vol. 72(2), pages 452-469, June.
    2. Lin Bai & Zhanguo Zhu & Tong Zhang, 2021. "How to Improve Food Quality in the Domestic Market: The Role of “Same Line Same Standard Same Quality”—Evidence from a Consumer Choice Experiment in China," Sustainability, MDPI, vol. 13(10), pages 1-16, May.
    3. Lin, Wen & Nayga, Rodolfo M., 2022. "Green identity labeling, environmental information, and pro-environmental food choices," Food Policy, Elsevier, vol. 106(C).
    4. Kelvin Balcombe & Dylan Bradley & Iain Fraser, 2020. "The Economic Analysis of Consumer Attitudes Towards Food Produced Using Prohibited Production Methods: Do Consumers Really Care?," Studies in Economics 2004, School of Economics, University of Kent.
    5. Kilders, Valerie & Lineback, Caitlinn & Malone, Trey & Caputo, Vincenzina & McKendree, Melissa G.S., 2022. "The Tart Cherry Market and Purchasing Preferences in the United States," Staff Paper Series 317810, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    6. Aaron M. Shew & Heather A. Snell & Rodolfo M. Nayga & Mary C. Lacity, 2022. "Consumer valuation of blockchain traceability for beef in the United States," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(1), pages 299-323, March.

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