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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.

Suggested Citation

  • William Kaye-Blake & Anna O'Connell & Charles Lamb, 2007. "Potential market segments for genetically modified food: Results from cluster analysis," Agribusiness, John Wiley & Sons, Ltd., vol. 23(4), pages 567-582.
  • Handle: RePEc:wly:agribz:v:23:y:2007:i:4:p:567-582 DOI: 10.1002/agr.20134

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    References listed on IDEAS

    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. 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.
    3. 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.
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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. Zhang, Xiaoyong & Huang, Jikun & Qiu, Huanguang & Huang, Zhurong, 2010. "A consumer segmentation study with regards to genetically modified food in urban China," Food Policy, Elsevier, vol. 35(5), pages 456-462, October.
    3. Nan Yang & Jill J. McCluskey & Michael P. Brady, 2012. "The Value of Good Neighbors: A Spatial Analysis of the California and Washington State Wine Industries," Land Economics, University of Wisconsin Press, vol. 88(4), pages 674-684.

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