IDEAS home Printed from https://ideas.repec.org/a/wly/ajagec/v102y2020i2p505-524.html
   My bibliography  Save this article

Willingness to Pay versus Willingness to Vote: Consumer and Voter Avoidance of Genetically Modified Foods

Author

Listed:
  • Gina Waterfield
  • Scott Kaplan
  • David Zilberman

Abstract

Many technologies face disapproval from some portion of the general public due to perceived risks or externalities. Individuals can respond to these controversial technologies either as consumers by choosing favorable alternatives or as voters by supporting regulation. We examine the relationship between willingness to pay a premium for products that avoid a controversial technology and willingness to vote in favor of a ban or mandatory labeling, with a focus on how this relationship is influenced by income and perceived risks. In a survey regarding genetically modified (GM) food, we find that the majority of respondents make consumer and voter choices that can be explained by a standard utility maximization framework. However, certain respondent characteristics are correlated with inconsistent choice patterns. In particular, low‐income voters appear to be overly supportive of regulation relative to their private willingness to pay. Voters who are uncertain about the safety of GM food also tend to be more in favor of regulation than their consumer choices would imply.

Suggested Citation

  • Gina Waterfield & Scott Kaplan & David Zilberman, 2020. "Willingness to Pay versus Willingness to Vote: Consumer and Voter Avoidance of Genetically Modified Foods," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(2), pages 505-524, March.
    • Handle: RePEc:wly:ajagec:v:102:y:2020:i:2:p:505-524
    DOI: 10.1002/ajae.12001
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/ajae.12001
    Download Restriction: no
    File URL: https://libkey.io/10.1002/ajae.12001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Huffman, Wallace E. & Rousu, Matthew & Shogren, Jason F. & Tegene, Abebayehu, 2007. "The effects of prior beliefs and learning on consumers' acceptance of genetically modified foods," Journal of Economic Behavior & Organization, Elsevier, vol. 63(1), pages 193-206, May.
    2. Jayson L. Lusk & Jutta Roosen & Andrea Bieberstein, 2014. "Consumer Acceptance of New Food Technologies: Causes and Roots of Controversies," Annual Review of Resource Economics, Annual Reviews, vol. 6(1), pages 381-405, October.
    3. Hausman,Daniel M. & McPherson,Michael S., 2006. "Economic Analysis, Moral Philosophy and Public Policy," Cambridge Books, Cambridge University Press, number 9780521608664, December.
    4. Carlsson, Fredrik & Frykblom, Peter & Johan Lagerkvist, Carl, 2005. "Using cheap talk as a test of validity in choice experiments," Economics Letters, Elsevier, vol. 89(2), pages 147-152, November.
    5. Harvey E. Lapan & Giancarlo Moschini, 2004. "Innovation and Trade with Endogenous Market Failure: The Case of Genetically Modified Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(3), pages 634-648.
    6. Vossler, Christian A. & Kerkvliet, Joe, 2003. "A criterion validity test of the contingent valuation method: comparing hypothetical and actual voting behavior for a public referendum," Journal of Environmental Economics and Management, Elsevier, vol. 45(3), pages 631-649, May.
    7. W. Bruce Traill, 2004. "Effect of information about benefits of biotechnology on consumer acceptance of genetically modified food: evidence from experimental auctions in the United States, England, and France," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 31(2), pages 179-204, June.
    8. Lindhjem, Henrik & Navrud, Ståle, 2011. "Are Internet surveys an alternative to face-to-face interviews in contingent valuation?," Ecological Economics, Elsevier, vol. 70(9), pages 1628-1637, July.
    9. Brandon R McFadden & Jayson L Lusk, 2018. "Effects of the National Bioengineered Food Disclosure Standard: Willingness To Pay for Labels that Communicate the Presence or Absence of Genetic Modification," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 40(2), pages 259-275.
    10. Johnston, Robert J., 2006. "Is hypothetical bias universal? Validating contingent valuation responses using a binding public referendum," Journal of Environmental Economics and Management, Elsevier, vol. 52(1), pages 469-481, July.
    11. Matthew Rousu & Wallace E. Huffman & Jason F. Shogren & Abebayehu Tegene, 2007. "Effects And Value Of Verifiable Information In A Controversial Market: Evidence From Lab Auctions Of Genetically Modified Food," Economic Inquiry, Western Economic Association International, vol. 45(3), pages 409-432, July.
    12. Costa-Font, Montserrat & Gil, José M. & Traill, W. Bruce, 2008. "Consumer acceptance, valuation of and attitudes towards genetically modified food: Review and implications for food policy," Food Policy, Elsevier, vol. 33(2), pages 99-111, April.
    13. Anthony Downs, 1957. "An Economic Theory of Political Action in a Democracy," Journal of Political Economy, University of Chicago Press, vol. 65, pages 135-135.
    14. Andreoni, James, 1990. "Impure Altruism and Donations to Public Goods: A Theory of Warm-Glow Giving?," Economic Journal, Royal Economic Society, vol. 100(401), pages 464-477, June.
    15. Costanigro, Marco & Lusk, Jayson L., 2014. "The signaling effect of mandatory labels on genetically engineered food," Food Policy, Elsevier, vol. 49(P1), pages 259-267.
    16. GianCarlo Moschini, 2008. "Biotechnology and the development of food markets: retrospect and prospects," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 35(3), pages 331-355, September.
    17. Gregory Colson & Wallace E. Huffman, 2011. "Consumers' Willingness to Pay for Genetically Modified Foods with Product-Enhancing Nutritional Attributes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(2), pages 358-363.
    18. McFadden, Brandon R. & Lusk, Jayson L., 2013. "Effects of Cost and Campaign Advertising on Support for California’s Proposition 37," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(2), pages 1-13, August.
    19. McFadden, Brandon R. & Lusk, Jayson L., 2015. "Cognitive biases in the assimilation of scientific information on global warming and genetically modified food," Food Policy, Elsevier, vol. 54(C), pages 35-43.
    20. Zilberman, David & Kaplan, Scott & Kim, Eunice & Waterfield, Gina, 2013. "Lessons from the California GM Labeling Proposition on the State of Crop Biotechnology," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149851, Agricultural and Applied Economics Association.
    21. Nyborg, Karine, 2000. "Homo Economicus and Homo Politicus: interpretation and aggregation of environmental values," Journal of Economic Behavior & Organization, Elsevier, vol. 42(3), pages 305-322, July.
    22. Hamilton, Stephen F. & Sunding, David L. & Zilberman, David, 2003. "Public goods and the value of product quality regulations: the case of food safety," Journal of Public Economics, Elsevier, vol. 87(3-4), pages 799-817, March.
    23. Teisl, Mario F. & Roe, Brian & Hicks, Robert L., 2002. "Can Eco-Labels Tune a Market? Evidence from Dolphin-Safe Labeling," Journal of Environmental Economics and Management, Elsevier, vol. 43(3), pages 339-359, May.
    24. Brooks, Kathleen R. & Lusk, Jayson L., 2012. "Public and Private Preferences for Animal Cloning Policies," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 37(3), pages 1-17.
    25. R.K. Blamey & Mick S. Common & John C. Quiggin, 1995. "Respondents To Contingent Valuation Surveys: Consumers Or Citizens?," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 39(3), pages 263-288, December.
    26. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132-132.
    27. Loureiro, Maria L. & Lotade, Justus, 2005. "Do fair trade and eco-labels in coffee wake up the consumer conscience?," Ecological Economics, Elsevier, vol. 53(1), pages 129-138, April.
    28. Alphonce, Roselyne & Alfnes, Frode & Sharma, Amit, 2014. "Consumer vs. citizen willingness to pay for restaurant food safety," Food Policy, Elsevier, vol. 49(P1), pages 160-166.
    29. Loureiro, Maria L. & Hine, Susan, 2004. "Preferences and willingness to pay for GM labeling policies," Food Policy, Elsevier, vol. 29(5), pages 467-483, October.
    30. Hausman,Daniel M. & McPherson,Michael S., 2006. "Economic Analysis, Moral Philosophy and Public Policy," Cambridge Books, Cambridge University Press, number 9780521846295.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Meng Zhao & Xueqi Zhang & Chenxing Wang & Yu Zhao & Gang Wu, 2021. "Research on Residents’ Willingness to Pay for Promoting the Green Development of Resource-Based Cities: A Case Study in Chifeng," Sustainability, MDPI, vol. 13(5), pages 1-24, March.
    2. Yoo, Sunbin & Kumagai, Junya & Kawabata, Yuta & Keeley, Alexander & Managi, Shunsuke, 2021. "Willingness to Buy and/or Pay Disparity: Evidence from Fully Autonomous Vehicles," MPRA Paper 108882, University Library of Munich, Germany.
    3. Vincent Smith & Justus H. H. Wesseler & David Zilberman, 2021. "New Plant Breeding Technologies: An Assessment of the Political Economy of the Regulatory Environment and Implications for Sustainability," Sustainability, MDPI, vol. 13(7), pages 1-18, March.
    4. Lee, Hanbin & Goldstein, Robin & Sumner, Daniel A., 2020. "Demand for Food Attributes: Evidence from a Large Sample of Carrot Buyers," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304479, Agricultural and Applied Economics Association.
    5. Élisabeth Tovar & Mathieu Bunel, 2023. "Fairness of the First-Come, First-Served rule on the rental housing market: answers from a hypothetical survey experiment," EconomiX Working Papers 2023-31, University of Paris Nanterre, EconomiX.
    6. Alexis H. Villacis & Jeffrey R. Alwang & Victor Barrera, 2021. "Linking risk preferences and risk perceptions of climate change: A prospect theory approach," Agricultural Economics, International Association of Agricultural Economists, vol. 52(5), pages 863-877, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alexandre Magnier & Nicholas Kalaitzandonakes & Jayson Lusk, 2022. "Changes in Consumer Preferences toward Non‐GM Foods within an Information‐Rich Environment: The Case of the Washington State Ballot Initiative," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(1), pages 489-510, March.
    2. Yang Yang & Jill E. Hobbs, 2020. "The Power of Stories: Narratives and Information Framing Effects in Science Communication," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(4), pages 1271-1296, August.
    3. Huffman Wallace & McCluskey Jill, 2017. "Food Labels, Information, and Trade in GMOs," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 15(1), pages 1-9, January.
    4. Paul, Andrew S. & Lusk, Jayson L. & Norwood, F. Bailey & Tonsor, Glynn T., 2019. "An experiment on the vote-buy gap with application to cage-free eggs," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 79(C), pages 102-109.
    5. McFadden, Brandon R. & Lusk, Jayson L., 2013. "Effects of Cost and Campaign Advertising on Support for California’s Proposition 37," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(2), pages 1-13, August.
    6. Colson, Gregory, 2009. "Improving nutrient content through genetic modification: Evidence from experimental auctions on consumer acceptance and willingness to pay for intragenic foods," ISU General Staff Papers 200901010800001872, Iowa State University, Department of Economics.
    7. Lanz, Bruno & Wurlod, Jules-Daniel & Panzone, Luca & Swanson, Timothy, 2018. "The behavioral effect of Pigovian regulation: Evidence from a field experiment," Journal of Environmental Economics and Management, Elsevier, vol. 87(C), pages 190-205.
    8. Zilberman, David & Graff, Gregory & Hochman, Gal & Kaplan, Scott, 2015. "The Political Economy of Biotechnology," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 64(04), December.
    9. Lin, Wen & Nayga, Rodolfo M., 2022. "Green identity labeling, environmental information, and pro-environmental food choices," Food Policy, Elsevier, vol. 106(C).
    10. Hu, Yang & House, Lisa A. & Gao, Zhifeng, 2022. "How do consumers respond to labels for crispr (gene-editing)?," Food Policy, Elsevier, vol. 112(C).
    11. Tavárez, Héctor & Álamo, Carmen & Cortés,Mildred, 2020. "Differentiated coffees and their potential markets in Puerto Rico: An economic valuation approach," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 20(02), December.
    12. Liaukonyte, Jura & Streletskaya, Nadia A. & Kaiser, Harry M., 2015. "Noisy Information Signals and Endogenous Preferences for Labeled Attributes," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 40(2), pages 1-24, May.
    13. Lusk, Jayson L. & McFadden, Brandon R. & Wilson, Norbert, 2018. "Do consumers care how a genetically engineered food was created or who created it?," Food Policy, Elsevier, vol. 78(C), pages 81-90.
    14. Yang Yang & Jill E. Hobbs, 2020. "How Do Cultural Worldviews Shape Food Technology Perceptions? Evidence from a Discrete Choice Experiment," Journal of Agricultural Economics, Wiley Blackwell, vol. 71(2), pages 465-492, June.
    15. Alphonce, Roselyne & Alfnes, Frode & Sharma, Amit, 2014. "Consumer vs. citizen willingness to pay for restaurant food safety," Food Policy, Elsevier, vol. 49(P1), pages 160-166.
    16. Grolleau, Gilles & Ibanez, Lisette & Mzoughi, Naoufel, 2009. "Too much of a good thing? Why altruism can harm the environment?," Ecological Economics, Elsevier, vol. 68(7), pages 2145-2149, May.
    17. Frank van Tongeren & John Beghin & Stéphane Marette, 2009. "A Cost-Benefit Framework for the Assessment of Non-Tariff Measures in Agro-Food Trade," OECD Food, Agriculture and Fisheries Papers 21, OECD Publishing.
    18. Brooks, Kathleen R. & Lusk, Jayson L., 2012. "Public and Private Preferences for Animal Cloning Policies," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 37(3), pages 1-17.
    19. 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.
    20. Cao, Ying & Chen, Chen & Cranfield, John & Widowski, Tina, 2017. "Market Responses to Information Conveying Mixed Messages – Prediction of Informational Impacts on Consumer Willingness to Pay for Eggs from Welfare Enhanced Cage Systems using Discrete Choice Experime," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258545, Agricultural and Applied Economics Association.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:ajagec:v:102:y:2020:i:2:p:505-524. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1111/(ISSN)1467-8276 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.