Canadian Consumer Acceptance of Gene-Edited Versus Genetically Modified Potatoes: A Choice Experiment Approach

In 2016, the second-generation genetically modified (GM) potatoes were approved for production and sale in Canada. In this study, we analyze how consumer acceptance of GM potatoes are affected by various factors including the trait introduced (i.e., the product benefits) by using genetic technologies, the type of breeding technology used, and the developer of the potato with any technology. We conduct an online survey and use a stated choice experiment to collect data on consumer acceptance of GM and gene-edited potatoes in Canada. Random utility models are used to analyze the economic value consumers place on the attributes of the GM and gene-edited potatoes. Our results show that consumers are willing to pay more for a health attribute (reduced acrylamide produced when potatoes are fried) as compared to environmental benefits. Respondents in general need to face discounted prices to buy potatoes created by either gene editing or GM (both transgenic and cisgenic/intragenic) technologies. However, consumers are more accepting of the gene editing technology than GM technologies. Our results also show that government is the most preferred developer of the potatoes. Results from this study can help policymakers design better information policies to improve consumer acceptance of gene-edited and GM potatoes.