The role of prior knowledge and information provision on consumer acceptance and WTP for gene-edited wheat flour with reduced acrylamide levels

We assess consumer preferences and attitudes toward CRISPR applications and estimate consumer willingness to pay for a food product developed using CRISPR technology to enhance food safety and confer health benefits. Within this context, we analyze the impact of information provision on perceptions, attitudes and willingness to pay for gene-edited wheat flour with reduced acrylamide levels. Specifically, we consider the potential effect of both the nature of information provided (whether it emphasizes the differences between GM and CRISPR technology or not) and the delivery format (text versus video) used to present content-equivalent information. Among the factors we investigate as potentially influencing consumer preferences and WTP are consumers’subjective and objective knowledge of CRISPR technology, its perceived benefits and risks as well as trust in various entities to accurately inform and develop safe and beneficial gene editing agri-food technologies. Our results show that although consumers were willing to pay a positive amount for CRISPR gene-editing technology, their willingness to pay was lower compared to what they were willing to pay for the organic and conventional technology. Results also show that WTP for CRISPR gene-editing technology and reduced acrylamide levels were highest for participants with high subjective and objective knowledge. In contrast, variations in informational content and delivery modality do not have a statistically significant effect on consumer valuation of CRISPR gene-edited wheat flour.