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Consumers’ willingness to pay for edamame with a genetically modified label

Author

Listed:
  • Elijah Wolfe
  • Michael Popp
  • Claudia Bazzani
  • Rodolfo M. Nayga
  • Diana Danforth
  • Jennie Popp
  • Pengyin Chen
  • Han†Seok Seo

Abstract

Results from a sensory test of edamame, which is soybean (Glycine max (L.) Merr.) harvested near the end of the pod filling stage, followed by a non†hypothetical auction, and finally a questionnaire were used to determine WTP for GM labeled edamame in comparison to unlabeled and non†GM labeled edamame. The results showed a significant price premium for non†GM edamame even though overall sensory impression did not differ between GM and non†GM edamame. Interestingly unlabeled and GM labeled edamame bids were similar suggesting that consumers wanted to be informed. Preconceived consumer notions appeared to play a role as did knowledge, opinion, income, and consumption frequency in subsamples of respondents. Labeling edamame is in the interest of producers as all edamame produced in the U.S. is non†GM.

Suggested Citation

  • 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.
    • Handle: RePEc:wly:agribz:v:34:y:2018:i:2:p:283-299
    DOI: 10.1002/agr.21505
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    1. Wenjing Nie & David Abler & Liqun Zhu & Taiping Li & Guanghua Lin, 2018. "Consumer Preferences and Welfare Evaluation under Current Food Inspection Measures in China: Evidence from Real Experiment Choice of Rice Labels," Sustainability, MDPI, vol. 10(11), pages 1-15, November.
    2. Daniele Asioli & Adriana Mignani & Frode Alfnes, 2021. "Quick and easy? Respondent evaluations of the Becker–DeGroot–Marschak and multiple price list valuation mechanisms," Agribusiness, John Wiley & Sons, Ltd., vol. 37(2), pages 215-234, April.
    3. Carola Grebitus & Ellen J. Van Loo, 2022. "Relationship between cognitive and affective processes, and willingness to pay for pesticide‐free and GMO‐free labeling," Agricultural Economics, International Association of Agricultural Economists, vol. 53(3), pages 407-421, May.

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