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On consumers' willingness to purchase nutritionally enhanced genetically modified food

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  • Maurizio Canavari
  • Rodolfo Nayga

Abstract

This study assesses consumers' willingness to purchase genetically modified (GM) food products with two different types of benefits: an input (i.e., reduced pesticides) and an output trait benefit (i.e., nutritionally enhanced). Data were collected using a telephone survey of an Italian households sample. Discrete choice approach is used to elicit the purchase intentions of the respondents. Four separate probit models are estimated to examine the effect of various factors on choices. Results suggest that majority of Italians are not willing to buy GM food products even if they are nutritionally enhanced. However, more consumers are willing to buy a nutritionally enhanced plant based GM product than a traditional plant based GM (with input trait benefit). Willingness to buy for a nutritionally enhanced animal based GM product and for a traditional animal based GM product with input trait benefit are similar. Consumers unwilling to buy GM food would not buy it even if it is nutritionally enhanced and has lower price. However, there is a niche of consumers who are willing to buy nutritionally enhanced GM food products even at a premium. Knowledge of science and trust in scientists consistently affect Italian consumers' willingness to buy the GM products.

Suggested Citation

  • Maurizio Canavari & Rodolfo Nayga, 2009. "On consumers' willingness to purchase nutritionally enhanced genetically modified food," Applied Economics, Taylor & Francis Journals, vol. 41(1), pages 125-137.
    • Handle: RePEc:taf:applec:v:41:y:2009:i:1:p:125-137
    DOI: 10.1080/00036840701367564
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    1. Rousu, Matthew & Huffman, Wallace & Shogren, Jason F. & Tegene, Abebayehu, 2002. "The Value of Verifiable Information in a Controversial Market: Evidence from Lab Auctions of Genetically Modified Food," Staff General Research Papers Archive 10009, Iowa State University, Department of Economics.
    2. Grunert, Klaus G. & Lähteenmäki, Liisa & Nielsen, Niels A. & Poulsen, Jacob B. & Ueland, Oydis & Åström, Annika, 2000. "Consumer perception of food products involving genetic modification: Results from a qualitative study in four Nordic countries," MAPP Working Papers 72, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    3. Hallman, William K. & Adelaja, Adesoji O. & Schilling, Brian J. & Lang, John T., 2002. "Public Perceptions Of Genetically Modified Foods: Americans Know Not What They Eat," Research Reports 18176, Rutgers University, Food Policy Institute.
    4. Antonio Seccia & Antonio Stasi & Luigi Roselli, 2006. "Atteggiamento dei consumatori nei confronti dell'evoluzione del sistema agro-alimentare: l'introduzione di alimenti geneticamente modificati," Economia agro-alimentare, FrancoAngeli Editore, vol. 10(1).
    5. Soregaroli, Claudio & Boccaletti, Stefano & Moro, Daniele, 2003. "Consumer's Attitude Towards Labeled and Unlabeled GM Food Products in Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 6(2), pages 1-17.
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    1. Rodríguez-Entrena, Macario & Salazar-Ordóñez, Melania & Sayadi, Samir, 2013. "Applying partial least squares to model genetically modified food purchase intentions in southern Spain consumers," Food Policy, Elsevier, vol. 40(C), pages 44-53.
    2. Damien Rousselière & Samira Rousselière, 2010. "On the impact of trust on consumer willingness to purchase GM food:Evidence from a European survey," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement, INRA Department of Economics, vol. 91(1), pages 5-26.
    3. Mirzobobo Yormirzoev & Ramona Teuber & Daniil Baranov, 2018. "Is Tajikistan a Potential Market for Genetically Modified Potatoes?," Economy of region, Centre for Economic Security, Institute of Economics of Ural Branch of Russian Academy of Sciences, vol. 1(1), pages 216-226.
    4. Canavari, Maurizio & Tisselli, Farid & Nayga, Rodolfo M., Jr. & Scarpa, Riccardo, 2009. "Italian Consumer Acceptance of Nutritionally Enhanced GM Food," 2009 Conference, August 16-22, 2009, Beijing, China 51651, International Association of Agricultural Economists.
    5. Elijah Wolfe & Michael Popp & Claudia Bazzani & Rodolfo M. Nayga & Diana Danforth & Jennie Popp & Pengyin Chen & Han†Seok Seo, 2018. "Consumers’ willingness to pay for edamame with a genetically modified label," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 283-299, March.
    6. Maurizio Canavari & Silvia Coderoni, 2020. "Consumer stated preferences for dairy products with carbon footprint labels in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-16, December.
    7. Hu, R. & Deng, H., 2018. "A Crisis of Consumers’ Trust in Scientists and Influence on Consumer Attitude," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 276047, International Association of Agricultural Economists.
    8. Manuel Thiel & Rainer Marggraf, 2009. "Gentechnik oder nicht Gentechnik - Bestimmungsgründe der Wahl von (nicht) gentechnisch veränderten Produkten," Journal of Socio-Economics in Agriculture (Until 2015: Yearbook of Socioeconomics in Agriculture), Swiss Society for Agricultural Economics and Rural Sociology, vol. 2(1), pages 35-58.
    9. Damian Tago & Henrik Andersson & Nicolas Treich, 2014. "Pesticides and Health: A Review of Evidence on Health Effects, Valuation of Risks, and Benefit-Cost Analysis," Advances in Health Economics and Health Services Research, in: Preference Measurement in Health, volume 24, pages 203-295, Emerald Group Publishing Limited.

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