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A Comparison of EU and Us consumers' willingness to pay for gene-edited food: Evidence from apples

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  • Marette, Stephan
  • Disdier, Anne-Celia
  • Beghin, John C.

Abstract

We compare consumers’ attitude towards and willingness to pay (WTP) for gene-edited (GE) apples in Europe and the US. Using virtual choices in a lab and different technology messages, we estimate WTP of 162 French and 166 US consumers for new apples, which do not brown upon being sliced or cut. Messages center on (i) the social and private benefits of having the new apples, and (ii) possible technologies leading to this new benefit (conventional hybrids, GE, and genetically modified (GMO)). French consumers do not value the innovation and actually discount it when it is generated via biotechnology. US consumers do value the innovation as long as it is not generated by biotechnology. In both countries, the steepest discount is for GMO apples, followed by GE apples. Furthermore, the discounting occurs through “boycott” consumers who dislike biotechnology. However, the discounting is weaker for US consumers compared to French consumers. Favorable attitudes towards sciences and new technology totally offset the discounting of GE apples.

Suggested Citation

  • Marette, Stephan & Disdier, Anne-Celia & Beghin, John C., "undated". "A Comparison of EU and Us consumers' willingness to pay for gene-edited food: Evidence from apples," Staff Papers 303808, University of Nebraska-Lincoln, Department of Agricultural Economics.
    • Handle: RePEc:ags:nbaesp:303808
    DOI: 10.22004/ag.econ.303808
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    Cited by:

    1. Katie Henderson & Bodo Lang & Joya Kemper & Denise Conroy, 2024. "Exploring diverse food system actor perspectives on gene editing: a systematic review of socio-cultural factors influencing acceptability," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 41(2), pages 883-907, June.
    2. Edenbrandt, Anna Kristina & Lagerkvist, Carl-Johan, 2024. "Can gene-editing accelerate the protein shift? Consumer acceptance of an upcycled meat-substitute," Food Policy, Elsevier, vol. 126(C).
    3. Stéphan Marette & John Beghin & Anne‐Célia Disdier & Eliza Mojduszka, 2023. "Can foods produced with new plant engineering techniques succeed in the marketplace? A case study of apples," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(1), pages 414-435, March.
    4. Hu, Yang & House, Lisa A. & Gao, Zhifeng, 2022. "How do consumers respond to labels for crispr (gene-editing)?," Food Policy, Elsevier, vol. 112(C).
    5. J. Ross Pruitt & Kaitlyn M. Melton & Marco A. Palma, 2021. "Does Physical Activity Influence Consumer Acceptance of Gene Edited Food?," Sustainability, MDPI, vol. 13(14), pages 1-12, July.
    6. John C. Beghin & Christopher R. Gustafson, 2021. "Consumer Valuation of and Attitudes towards Novel Foods Produced with New Plant Engineering Techniques: A Review," Sustainability, MDPI, vol. 13(20), pages 1-17, October.
    7. John C. Beghin & Heidi Schweizer, 2021. "Agricultural Trade Costs," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(2), pages 500-530, June.
    8. Maria Cristina Yunes & Zimbábwe Osório-Santos & Marina A. G. von Keyserlingk & Maria José Hötzel, 2021. "Gene Editing for Improved Animal Welfare and Production Traits in Cattle: Will This Technology Be Embraced or Rejected by the Public?," Sustainability, MDPI, vol. 13(9), pages 1-20, April.
    9. Caputo, Vincenzina & Kilders, Valerie & Lusk, Jayson L., 2025. "The effect of the National Bioengineered Food Disclosure Standard (NBFDS) on consumer preferences and acceptance of bioengineered and gene-edited food," Food Policy, Elsevier, vol. 130(C).
    10. repec:ags:aaea22:335499 is not listed on IDEAS
    11. Deng, Shuyue & Adalja, Aaron A. & Liaukonyte, Jura, 2023. "Consumer Acceptance of CRISPR: Evidence from Incentive-Aligned Online Experiments," 2023 Annual Meeting, July 23-25, Washington D.C. 335499, Agricultural and Applied Economics Association.
    12. Bindu Paudel & Deepthi E. Kolady & David Just & Evert Van der Sluis, 2023. "Determinants of consumer acceptance of gene‐edited foods and its implications for innovators and policymakers," Agribusiness, John Wiley & Sons, Ltd., vol. 39(3), pages 623-645, July.
    13. Akinwehinmi, Titilayo & Birgit, Gassler & Ramona, Teuber, 2025. "Consumer Willingness to pay for Genetically Enhanced Foods in Nigeria: The Role of Nutrition and Process Information," 2025 AAEA & WAEA Joint Annual Meeting, July 27-29, 2025, Denver, CO 360897, Agricultural and Applied Economics Association.
    14. Yan Heng & Sungeun Yoon & Lisa House, 2021. "Explore Consumers’ Willingness to Purchase Biotechnology Produced Fruit: An International Study," Sustainability, MDPI, vol. 13(22), pages 1-10, November.
    15. Paudel, Bindu & Kolady, Deepthi Elizabeth & Just, David R. & Van Der Sluis, Evert, 2021. "Determinants of consumer acceptance of genetically modified and gene-edited foods: Market and policy implications," 2021 Annual Meeting, August 1-3, Austin, Texas 313905, Agricultural and Applied Economics Association.
    16. Götz, Linde & Svanidze, Miranda & Tissier, Alain & Brand Duran, Alejandro, 2022. "Consumers’ willingness to Buy CRISPR gene-edited tomatoes: Evidence from a choice experiment case study in Germany," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(2).

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