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Consumer Response to Information and Second-Generation Genetically Modified Food in India


  • Anand Alok

    (The Consumer Analytics and Modeling Unit, Citigroup)

  • Mittelhammer Ron C

    (Washington State University)

  • McCluskey Jill J

    (Washington State University)


This study investigates the Indian market for GM wheat. First, we address the obvious valuation and acceptance questions for Indian consumers. Then we investigate the extent to which the provision of information about GM wheat has any significant effect on consumers' willingness to pay and the degree to which the effect varies based on the information treatment. Finally, we consider whether the type of primary beneficiary of GM wheat production affects valuation. Specifically, we assess the conjecture that consumers' willingness to pay for GM wheat changes according to whether the crop is portrayed as producer-friendly or consumer-friendly.

Suggested Citation

  • Anand Alok & Mittelhammer Ron C & McCluskey Jill J, 2007. "Consumer Response to Information and Second-Generation Genetically Modified Food in India," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 5(1), pages 1-20, October.
  • Handle: RePEc:bpj:bjafio:v:5:y:2007:i:1:n:8

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    References listed on IDEAS

    1. Carlsson, Fredrik & Frykblom, Peter & Lagerkvist, Carl Johan, 2004. "Consumer benefits of labels and bans on genetically modified food - An empirical analysis using Choice Experiments," 2004 Annual meeting, August 1-4, Denver, CO 20370, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Sheldon Ian, 2004. "Europe's Regulation of Agricultural Biotechnology: Precaution or Trade Distortion?," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 2(2), pages 1-28, May.
    3. Scarpa Riccardo & Del Giudice Teresa, 2004. "Market Segmentation via Mixed Logit: Extra-Virgin Olive Oil in Urban Italy," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 2(1), pages 1-20, August.
    4. Lusk, Jayson L. & House, Lisa O. & Valli, Carlotta & Jaeger, Sara R. & Moore, Melissa & Morrow, Bert & Traill, W. Bruce, 2005. "Consumer welfare effects of introducing and labeling genetically modified food," Economics Letters, Elsevier, vol. 88(3), pages 382-388, September.
    5. Moshe Ben-Akiva & Joffre Swait, 1986. "The Akaike Likelihood Ratio Index," Transportation Science, INFORMS, vol. 20(2), pages 133-136, May.
    6. Charles Noussair & StÈphane Robin & Bernard Ruffieux, 2004. "Do Consumers Really Refuse To Buy Genetically Modified Food?," Economic Journal, Royal Economic Society, vol. 114(492), pages 102-120, January.
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    Cited by:

    1. Armenak Markosyan & Jill J. McCluskey & Thomas I. Wahl, 2009. "Consumer Response to Information about a Functional Food Product: Apples Enriched with Antioxidants," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 57(3), pages 325-341, September.
    2. De Groote, Hugo & Gitonga, Zachary & Kimenju, Simon & Keter, Fredric & Ngigi, Obadiah, 2015. "But what do rural consumers in Africa think about GM food?," 2015 Conference, August 9-14, 2015, Milan, Italy 211565, International Association of Agricultural Economists.
    3. Bansal, Sangeeta & Gruère, Guillaume P., 2012. "Implications of mandatory labeling of GM food in India: Evidence from the supply side," Food Policy, Elsevier, vol. 37(4), pages 467-472.

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