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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., 2020. "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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    1. Marette, Stephan & Beghin, John & Disdier, Anne-Célia & Mojduszka, Eliza, 2021. "Can foods produced ith new plant engineering techniques succeed in the marketplace? A case study of apples," Staff Papers 309701, University of Nebraska-Lincoln, Department of Agricultural Economics.
    2. 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.

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    Keywords

    Consumer/Household Economics; Food Consumption/Nutrition/Food Safety;

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