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Influence Of Brand Name And Type Of Modification On Consumer Acceptance Of Genetically Engineered Corn Chips: A Preliminary Analysis

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  • Lusk, Jayson L.
  • Moore, Melissa
  • House, Lisa
  • Morrow, Bert

Abstract

In an effort to counteract adverse consumer reaction to genetically engineered foods, the biotechnology industry has shifted attention to deriving and promoting foods that have been genetically modified to have benefits for the consumer. However, is it uncertain whether this strategic shift will be successful at changing consumer perception of biotechnology. To provide an initial investigation into the issue, we surveyed 270 Mississippi State students. Results suggest that these consumers were more accepting of corn chips that had been modified to increase shelf life as opposed to increasing farmer yields; however, willingness-to-pay premiums for these value-added corn chips were extremely small relative to corn ships that contained no genetically engineered corn. Results also suggest students were more accepting of genetically engineered foods when sold by agribusinesses with high levels of brand equity or store loyalty.

Suggested Citation

  • Lusk, Jayson L. & Moore, Melissa & House, Lisa & Morrow, Bert, 2001. "Influence Of Brand Name And Type Of Modification On Consumer Acceptance Of Genetically Engineered Corn Chips: A Preliminary Analysis," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 4(4), pages 1-11.
    • Handle: RePEc:ags:ifaamr:34449
    DOI: 10.22004/ag.econ.34449
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    Cited by:

    1. Liu, Pengcheng, 2009. "Consumers’ WTA for GM rice cookie: an experiment study in China," 2009 Conference, August 16-22, 2009, Beijing, China 51771, International Association of Agricultural Economists.
    2. Xie, Jing & Hyeyoung, Kim & House, Lisa, 2014. "Valuing Information on GM Foods in the presence of Country-of-Origin Labels," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 4(3), pages 1-14, February.
    3. Yu-Hui Chen & Kai-Han Qiu & Kang Ernest Liu & Chun-Yuan Chiang, 2020. "Are Consumers Willing to Pay a Premium for Pure Rice Noodles? A Study of Discrete Choice Experiments in Taiwan," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    4. Jayson L. Lusk, 2003. "Effects of Cheap Talk on Consumer Willingness-to-Pay for Golden Rice," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(4), pages 840-856.
    5. Saito, Yoko & Saito, Hisamitsu, 2015. "Demand for a Transgenic Food with a Medical Benefit," MPRA Paper 67945, University Library of Munich, Germany.
    6. Gomez-Barbero, Manuel & Rodgriguez-Cerezo, Emilio, 2005. "Estimate of the Potential Adoption of Genetically Modified Cotton by Farmers in Southern Spain and its Economic Implications," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24556, European Association of Agricultural Economists.
    7. Schroeter, Christiane & Nicholson, Charles F. & Meloy, Margaret G., 2016. "Consumer Valuation of Organic and Conventional Milk: Does Shelf Life Matter?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(3), pages 1-19, November.
    8. Imami, Drini & Chan-Halbrendt, Catherine & Zhang, Quanguo & Zhllima, Edvin, 2011. "Conjoint Analysis of Consumer Preferences for Lamb Meat in Central and Southwest Urban Albania," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(3), pages 1-16, September.
    9. Novoselova, Tatiana A. & van der Lans, Ivo A.C.M. & Meuwissen, Miranda P.M. & Huirne, Ruud B.M., 2005. "Consumer Acceptance of GM Applications in the Pork Production Chain: A Choice Modelling Approach," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24527, European Association of Agricultural Economists.
    10. Gautam, Ruskin & Gustafson, Christopher R. & Brooks, Kathleen R., 2017. "Label Position and it Impacts on WTP for Products Containing GMO," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258105, Agricultural and Applied Economics Association.
    11. Banerjee, Swagata (Ban) & Martin, Steven W. & Hudson, Darren, 2006. "A Choice-Based Conjoint Experiment with Genetically Engineered Cotton in the Mississippi Delta," 2006 Annual Meeting, February 5-8, 2006, Orlando, Florida 35389, Southern Agricultural Economics Association.

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