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Willingness-to-Accept and Willingness-to-Pay for GM and Non-GM Food: UK Consumers

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  • Moon, Wanki
  • Rimal, Arbindra
  • Balasubramanian, Siva K.

Abstract

Our research elicited UK consumers¡¯ willingness-to-accept (WTA) discount in exchange for giving up non-GM food and willingness-to-pay (WTP) premium to purchase non-GM food. Eliciting only WTP does not provide sufficient information for determining substitutability between GM and non-GM food. Results indicate that there is a strong demand for non-GM food in the UK, but a non-negligible segment expressed their willingness to substitute non-GM food with GM version either without discount (12 %) or with discounts (34 %). This result suggests that there is an economic incentive for food industry in Europe to offer GM food to consumers.

Suggested Citation

  • Moon, Wanki & Rimal, Arbindra & Balasubramanian, Siva K., 2004. "Willingness-to-Accept and Willingness-to-Pay for GM and Non-GM Food: UK Consumers," 2004 Annual meeting, August 1-4, Denver, CO 20138, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea04:20138
    DOI: 10.22004/ag.econ.20138
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    Cited by:

    1. Simon Chege Kimenju & Hugo De Groote, 2008. "Consumer willingness to pay for genetically modified food in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 38(1), pages 35-46, January.

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