| Abstract: | Agricultural biotechnology (genetic modification) has encountered resistance from many consumers, resulting in disparate regulatory approaches across different jurisdictions. The recent advent of CRISPR-Cas9, or gene editing, offers the potential for significant improvements in plant breeding. However, little is known currently about consumer responses to the technology. A factor often omitted from previous economic analyses of consumer acceptance of new food technologies is underlying human values or worldviews. Drawing upon cultural cognition theory and using data from a survey of Canadian consumers, we examine the influence of cultural values on food choice behaviours. Respondents’ pre-existing cultural values are measured on two dimensions: hierarchy-egalitarianism and individualism-communitarianism. Choice behaviours are captured using a discrete choice experiment featuring a sliced apple product with two consumer-oriented attributes (non-browning and antioxidant-enhanced) and three novel food technologies (gene editing, genetic modification, edible coating). Using a random parameters logit model with error components we find pre-existing cultural values to be significant determinants of choice behaviours. Individuals pre-disposed towards a hierarchical worldview are more accepting of novel food technologies, as are individuals with a communitarian worldview. While the use of gene editing results in negative marginal utilities in a food choice situation, the effect is not as large as with genetic modification, suggesting there is scope to ameliorate potentially negative reactions to the technology with value-compatible messages. |
