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Potential market segments for genetically modified food: Results from cluster analysis

  • William Kaye-Blake

    (Agribusiness and Economics Research Unit, Lincoln University, Canterbury, New Zealand)

  • Anna O'Connell

    (Commerce Division, Lincoln University, Canterbury, New Zealand)

  • Charles Lamb

    (Commerce Division, Lincoln University, Canterbury, New Zealand)

The commercial success of genetically modified (GM) food may be improved with appropriately targeted marketing. To that end, data from a survey of supermarket shoppers in New Zealand were analysed with a cluster analysis. A six-cluster solution found three clusters with positive intentions to purchase GM apples and three clusters with negative intentions. Positive intentions appeared to result from either price sensitivity or a desire to obtain a premium product. Negative intentions were especially strong in one cluster but appeared to be partially counteracted in two other clusters by offering respondents a specific benefit from gene technology. These results suggest that GM food may benefit from appropriate marketing to specific consumer segments. [EconLit classification: D120, M310]. © 2007 Wiley Periodicals, Inc. Agribusiness 23: 567-582, 2007.

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File URL: http://hdl.handle.net/10.1002/agr.20134
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Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

Volume (Year): 23 (2007)
Issue (Month): 4 ()
Pages: 567-582

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Handle: RePEc:wly:agribz:v:23:y:2007:i:4:p:567-582
Contact details of provider: Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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  1. Shoemaker, Robbin A. & Harwood, Joy L. & Day-Rubenstein, Kelly A. & Dunahay, Terry & Heisey, Paul W. & Hoffman, Linwood A. & Klotz-Ingram, Cassandra & Lin, William W. & Mitchell, Lorraine & McBride, W, 2001. "Economic Issues In Agricultural Biotechnology," Agricultural Information Bulletins 33735, United States Department of Agriculture, Economic Research Service.
  2. Roberts, James A. & Bacon, Donald R., 1997. "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior," Journal of Business Research, Elsevier, vol. 40(1), pages 79-89, September.
  3. Rosenberger, Randall S. & Peterson, George L. & Clarke, Andrea & Brown, Thomas C., 2003. "Measuring dispositions for lexicographic preferences of environmental goods: integrating economics, psychology and ethics," Ecological Economics, Elsevier, vol. 44(1), pages 63-76, February.
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