Consumer willingness to pay for genetically modified food in Kenya

Genetically modified (GM) crops are popular in many regions of the world, but their deployment in Africa is hindered by safety concerns and regulatory issues, although the continent is in dire need of boosting its food production. Although consumers' acceptance of GM food has been analyzed in many continents, no such studies have been conducted in Africa. Therefore, a survey of 604 consumers was conducted in Nairobi, Kenya, in 2003, to gauge consumers' awareness of GM crops, their willingness to pay (WTP) for GM food, and the factors that influence their WTP. Consumers' knowledge of GM crops was limited and only 38% of the 604 respondents were aware of GM crops. People in higher education and income groups were more aware than others. Regardless, people were generally appreciative of the technology, and a large majority (68%) would be willing to buy GM maize meal at the same price as their favorite brand. Consumers were, however, concerned about possible side effects, especially on the environment and biodiversity. WTP was estimated using a double‐bounded dichotomous choice model, and the mean WTP was found to be 13.8% higher than the average price of non‐GM maize meal. Perceptions of health risk, and ethical and equity concerns had a negative influence on the likelihood of purchasing GM maize meal, whereas trust in government to ensure food quality had a positive influence on WTP. People with at least some secondary education and those in the high‐income category were more likely to purchase GM maize meal at the same price. The study concludes that, because awareness is still low, appropriate communications are needed to involve the consumer in the debate. Consumers' acceptance in this study was high, but the research needs to be expanded to rural areas, where most consumers live, and other survey methods need to be explored.     

Stakeholder views on issues to consider when assessing the sustainability of genetically modified potato

The importance of assessing socio-economic and sustainability aspects of genetically modified (GM) crops is increasingly recognized by policy-makers, both within the EU and internationally. Nevertheless, experience has shown that it is challenging to assess and implement these aspects in actual decision-making processes. This paper argues that stakeholder engagement may provide valuable insights when developing frameworks for sustainability assessment of GM crops. We organized two stakeholder workshops with the aim to gather perspectives on the sustainability of cultivating late blight resistant (LBR) GM potato in Norway. Sixteen Norwegian stakeholders involved in potato production and in agriculture in general took part in the workshops. Here, we present and discuss the outcomes of this participatory approach. The stakeholders identified several conditions that an LBR GM potato ought to satisfy in order to contribute to sustainable development. These conditions concerned environmental and health safety aspects of cultivating LBR GM potato, potential for fungicide reductions, durability of the LBR GM potato plant's resistance, farmers' profitability and consumer acceptance. In addition, the stakeholders considered issues such as maintenance of a diversity of potato cultivars, transparency during product development and risk assessment processes, ownership and control and opportunity for independent risk research as important considerations in a sustainability assessment. While focusing on a specific application of agricultural biotechnology, we believe that these findings are useful contributions to the ongoing efforts to develop frameworks and guidelines for assessing sustainability and socio-economic considerations of GM crops in general.     

Perceptions of the risks and benefits of genetically-modified foods and their influence on willingness to consume

There has been debate in the literature as to whether: (1) the risks and benefits of genetically-modified (GM) food and agriculture are considered and determined by individuals separately or whether they are jointly determined by attitudes; (2) consumer acceptance is determined by individuals weighing up their risk and benefit perceptions in a rational, even-handed manner, or if benefit perceptions are more important than risk perceptions, and (3) certain types of risk and benefit are more important than others. Against this background, this paper assesses the categories of risks and benefits and their relative importance in determining willingness to consume. A survey was carried out to collect data on the categories of risks and benefits in the US, UK and France, and the relative importance of selected perceived risk and benefit dimensions was estimated. The findings show: risk and benefit perceptions are negatively correlated, but not perfectly and, given that regressions we performed support the proposition that benefits are more important than risks in determining willingness to consume, a strong case can be made for measuring risks and benefits separately. Almost 2/3 of consumers perceive medium to high potential benefits from GM, though the proportion is slightly lower in the UK and down to 40% in France. Nevertheless, this suggests a much higher level of support for the technology than is normally assumed. From the study, benefits are more important for consumers' willingness to consume than perceived risks, and slightly more interviewees scored above than below the mean on willingness to consume GM food.     

Consumer Acceptance of Second‐Generation GM Foods: The Case of Biofortified Cassava in the North‐east of Brazil

Biofortified staple foods are currently being developed to reduce problems of micronutrient malnutrition among the poor. This partly involves use of genetic modification. Yet, relatively little is known about consumer acceptance of such second‐generation genetically modified (GM) foods in developing countries. Here, we analyse consumer attitudes towards provitamin A GM cassava in the north‐east of Brazil. Based on stated preference data, mean willingness to pay is estimated at 60–70% above market prices for traditional cassava. This is higher than the results from similar studies in developed countries, which is plausible given that micronutrient malnutrition is more severe in developing countries. GM foods with enhanced nutritive attributes seem to be well received by poor consumers. However, the results also suggest that acceptance would be still higher if provitamin A were introduced to cassava through conventional breeding. Some policy implications are discussed.     

Canadian consumer acceptance of gene-edited versus genetically modified potatoes: A choice experiment approach

In 2016, 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 may be affected by various factors, including the trait introduced (i.e., the product benefits), the type of breeding technology used, and the developer of the potato using any technology. We conduct an online survey and use a stated choice experiment to collect data on consumer acceptance of GM and other potatoes in Canada. Random utility models are used to analyze the economic value consumers place on the various attributes of the potatoes. Our results show that consumers are willing to pay more for a health attribute (reduced acrylamide produced when potatoes are fried) and an environmental attribute. Respondents in general need to face discounted prices to buy potatoes created by either gene editing or GM (either transgenic or cisgenic/intragenic) technologies. However, consumers are in general more accepting of the gene editing technology than the GM technologies. Our results also show that government is the most preferred developer of the potatoes, regardless of technology. Results from this study can help guide public and private management of the introduction of new foods when the products are developed with unpopular technologies.     

A latent class approach to investigating demand for genetically modified banana in Uganda

This study explores consumer acceptance and valuation of a genetically modified (GM) staple food crop in a developing country prior to its commercialization. We focus on the hypothetical introduction of a disease‐resistant GM banana variety in Uganda, where bananas are among the most important staple crops. A choice experiment is used to investigate consumer preferences for various attributes related to the banana (such as bunch size, technology, producer benefit, and price) and examine their opinions on GM foodstuff. Choice data come from 421 banana‐consuming households randomly selected from three regions of Uganda. A latent class model is used to investigate the heterogeneity in consumers’ preferences for selected attributes related to the banana and to profile consumers who are more or less likely to accept GM bananas. Our results reveal that there is significant heterogeneity in consumer preferences across our sample. GM bananas are valued the most by poorer households located in the rural areas of the Eastern region. These food‐insecure households would experience the highest benefits (i.e., welfare gains) from the commercial release of GM bananas. In contrast, urban consumers are less accepting of GM bananas, and they would experience significant welfare losses if GM banana is released. According to our welfare estimates, both the total welfare benefits acquired by the gainers and the total welfare losses borne by the losers of this technology are significant and large. These results suggest the need for further investigation of the overall welfare effects of the introduction of GM bananas on the Ugandan society as a whole.     

Consumers’ Response to Genetically Modified Ingredients in Processed Food in an Emerging Economy

Genetically modified (GM) foods are available in many countries including post–Soviet Union countries. However, empirical evidence on consumer acceptance for this region is scarce. In this study, we investigate consumers’ willingness to purchase a processed food containing GM ingredients. For this purpose, a consumer survey was conducted in 2015 in Tajikistan. In many aspects, our results confirm previous empirical findings showing that women are more skeptical toward GM food and a higher level of respondents’ education and the presence of minors in households are negatively correlated with their willingness to purchase a processed food containing GM ingredients. Moreover, a higher risk perception of GM food is negatively associated with the probability to purchase and consume such foods. However, our results indicate that risk perceptions of GM food seem to be relatively low in comparison to other studies with 41.5% of Tajik respondents connecting no risks with GM food. This result is surprising given the existing knowledge about post–Soviet Union consumers who are usually assumed to reject GM food due to their strong focus on naturalness.     

Do stronger intellectual property rights promote seed exchange: evidence from U.S. seed exports?

With increased private investment in crop breeding research in the developed world, intellectual property rights have gained importance in seed sector. Trade Related Aspects of Intellectual Property Rights (TRIPS)‐plus provisions included in recent free trade agreements between the developed and developing countries show a tendency of the developed world to impose their high standards for protection of plant intellectual property on the developing world. While stronger intellectual property rights can increase international exchange in seed, market power effect can lead to a reduction in exports of seed to foreign markets. This article estimates the impact of intellectual property rights on U.S. seed exports. The estimation is performed at a crop level using Heckman selection model. The results reveal that the impact of intellectual property rights varies across different types of crops—open‐pollinated, genetically modified, and hybrid crops. While TRIPS provisions are important to facilitate transfer of genetically modified crops, they play a minor role for open‐pollinated and hybrid crops. The results also show that plant breeders’ rights envisioned by the UPOV system can be important to promote seed exchange when proper mechanisms are put in place to enforce these rights.     

The Formation of GM‐free and GM Coasean Clubs: Will They Form and If So How Much Can They Achieve?

The unintended presence of traces of genetically modified (GM) crops in the harvests of non‐GM crops plays a prominent role in the debate over the coexistence of GM and non‐GM crops. One way to address the issue is the formation of GM‐free or GM‐only clubs. We model the decisions of individual farmers to cultivate either GM or non‐GM crops and combine this with a game theoretic model of club formation to investigate the feasibility of such clubs. We consider two liability regimes: GM farmers are liable or they are not. We consider two benchmarks: Nash equilibrium without negotiations and the efficient allocation and compare those with partial co‐operation through a Coasean club. We find that in both regimes a relatively large club can form but they are not always necessary to reach the efficient allocation. In fact, if farmers can freely decide under profit maximisation what to cultivate, they reach 95% of an efficient allocation. This holds independent of the property rights system and provides strong support for coexistence policies based on ex‐post liability such as in the US and Spain.     

Ex Ante Impact Assessment under Imperfect Information: Biotechnology in New Member States of the EU

Some argue that the lack of modern agricultural development in the former socialist countries of Central and Eastern Europe has made cutting‐edge biotechnology attractive. However, enthusiasm for planting genetically modified (GM) crops varies greatly in the enlarged European Union (EU) and especially among the New Member States (NMS); the Czech GM maize area is progressively growing whereas Hungary imposed a de facto ban on GM crops. Remarkably, the Hungarian ban was not supported by any cost–benefit assessment. In the literature, ex ante impact assessments of monopolistically priced technologies are often based on cross‐sectional comparisons of average cropping budgets. Such assessments ignore heterogeneity of farmers and underestimate the true impact of these technologies because of homogeneity bias. Therefore, we propose an improved method by explicitly modelling farmer heterogeneity under imperfect information, and assess the potential value and benefit sharing of GM crops in the two NMS using a stochastic partial equilibrium model. The total potential value of GM crops is estimated at €82 million for both countries, of which €60 million (73%) accrues to farmers and €22 million (27%) to the gene developers and the seed industry. This is in line with the literature on global benefit sharing of first‐generation GM technologies.     

Do they always say no? German consumers and second‐generation GM foods

European consumers and, in particular, German consumers are known to be very critical toward the introduction of genetically modified (GM) foods. It is analyzed here whether German consumers do reject second-generation GM foods, too. Whereas first-generation GM crops induced producer-related benefits, second-generation GM crops are associated with consumer-oriented benefits like an improvement of nutritional quality. The determinants of demand for second-generation GM rapeseed oil are investigated within an online survey of 1,556 German consumers. It is elaborated how two functional properties of the product matter; that is, long-chain omega-3 fatty acids and the cholesterol-lowering effect of phytosterols. It turns out that GM rapeseed oil is neglected by 74% of all respondents. Output traits, however, will increase the probability of purchases of GM rapeseed oil. This is more the case for long-chain omega-3 fatty acids than for phytosterols.     

Comment on sustainability and innovation in staple crop production in the US Midwest

This comment highlight issues when comparing genetically modified (GM) crops to non-GM ones across countries. Ignoring structural differences between agricultural sectors and assuming common yield trajectories before the time of introduction of GM crops results on misestimating the effect of GM varieties. Further data collection and analyses should guide policy-makers to encourage diverse approaches to agriculture, rather than excluding specific technologies (like GM crops) from the onset.     

Consumers’ Preferences for Bread: Transgenic,Cisgenic, Organic or Pesticide‐free?

Consumers are apprehensive about transgenic technologies, so cisgenics, which limit gene transfers to sexually compatible organisms, have been suggested to address consumer concerns. We study consumer preferences for rye bread alternatives based on transgenic or cisgenic rye, grown conventionally or without the use of pesticides, relative to traditionally bred rye, grown with conventional or organic farming methods. Stated preference (SP) data from a choice experiment are combined with revealed preference (RP) data from market purchases from the same respondents. Results show that respondents prefer pesticide‐free production methods, and that while cisgenics is preferred over transgenics, the majority of respondents favour traditional breeding methods. The distribution in preferences suggests that some respondents prefer bread from cisgenic crops produced without pesticides over traditional crops produced using pesticides. Preferences for organic bread are stronger than for pesticide‐free products. From a policy perspective results suggest that excluding cisgenics from mandatory labeling in the EU, or including it in the voluntary non‐GM labelling in the US, would cause welfare losses for consumers.     

Is Bt Cotton a Pro‐Poor Technology? A Review and Critique of the Empirical Record

Policy makers, journalists and other commentators have hailed genetically modified (GM) crops as a ‘pro‐poor’ success in the developing world. Their confidence appears to be justified by the encouraging conclusions reached by academic studies on the performance and impacts of GM crops, which seem to provide convincing evidence of substantial benefits for smallholders in developing countries. However, a detailed, critical examination of studies on transgenic, insect‐resistant cotton in China, India and South Africa demonstrates that the technology's impacts have been evaluated and represented in selective and misleading ways. The performance and impacts of GM crops have in fact been highly variable, socio‐economically differentiated and contingent on a range of agronomic, socio‐economic and institutional factors. The shortcomings of the GM crop‐impacts literature have done a disservice to public and policy debates about GM crops in international development and impeded the development of sound, evidence‐based policy.     

Risk Perceptions, Risk Preference, and Acceptance of Risky Food

Consumers' risk preferences are often overlooked in studies of consumer demand for risky food. We find that risk preferences elicited through context-less lottery choices are significantly related to consumers' stated preferences for genetically modified (GM) food. These results suggest risk preferences elicited in the laboratory are not artificial in the sense that they appear to be related to the same risk preferences that govern other individual decisions such as food choice. Consistent with theoretical expectations, risk perceptions and risk preferences were found to be significant determinants of acceptance of GM food, which has important implications for explaining consumer behavior.     

Explaining public preferences for high voltage pylon designs: An empirical study of perceived fit in a rural landscape

In many countries, electricity transmission networks are being upgraded and developed arising from policies aiming to decarbonise energy systems. However, new power lines are often controversial, due to their perceived negative impacts on rural landscapes. Despite the fact that visual impacts are an important element of public objections, to date, little research has analysed public preferences for alternative pylon designs, as well as investigating the social and psychological factors that might explain such preferences. This paper sought to address this gap, informed by research on public acceptance of renewable energy technologies, using a survey conducted with a representative sample of UK adults (n = 1519). The findings indicate that the ‘T-pylon’ design, winner of a recent competition, was most strongly preferred and the one most perceived to fit with a rural landscape, by comparison to the conventional ‘A frame’ design and a ‘Totem’ design shortlisted in the competition. Linear regression analyses indicated three factors that explained perceived fit, regardless of the designs: lower levels of educational attainment, positive general attitudes towards transmission lines and higher levels of trust in National Grid were associated with positive perceptions of fit of the pylons in a rural landscape. Finally, findings concerning public support for diverse mitigation measures indicated that the use of alternative designs was less supported than burying new powerlines underground and routing pylons away from homes and schools. The implications of these results for more sustainable grid networks are discussed.     

The Costs of Coexistence Measures for Genetically Modified Maize in Germany

We estimate the perceived costs of legal requirements (‘coexistence measures’) for growing genetically modified (GM) Bt maize in Germany using a choice experiment. The costs of the evaluated ex‐ante and ex‐post coexistence measures range from zero to more than €300 per measure and most are greater than the extra revenue the farmers in our survey expect from growing Bt maize or than estimates in the literature. The cost estimates for temporal separation, the highest in our evaluation, imply that the exclusion of this measure in Germany is justified. The costliest measures of the ones that are currently applied in Germany are joint and strict liability for all damages. Our results further show that neighbours do not cause a problem and opportunities for reducing costs through agreements with them exist. Finally, we find that farmers’ attitudes towards GM crops affect the probability of adoption of Bt maize. Our results imply that strict liability will deter the cultivation of Bt maize in Germany unless liability issues can be addressed through other means, for example, through neighbours agreements.     

Assessing the Implementation Effects of the Biosafety Protocol's Proposed Stringent Information Requirements for Genetically Modified Commodities in Countries of the Asia Pacific Economic Cooperation

We analyze the potential effects of a generalized implementation of the Cartagena Protocol on Biosafety's proposed stringent information requirements on countries, members of the Asia Pacific Economic Cooperation (APEC). This rule would request all traded shipments containing living modified organisms intended for food, feed, or processing to carry a label with the list of precise genetically modified (GM) events in the shipments. We find that the benefits of such requirements are largely debatable and that this regulation would add significant implementation costs for importers of GM crops, for Protocol members adopting new GM crops, and for countries ratifying the Protocol.     

International diffusion of gains from biotechnology and the European Union's Common Agricultural Policy

This paper analyses the impact of adopting or rejecting genetically modified (GM) crops in the European Union, taking into account the EU Common Agricultural Policy (CAP). In this paper the productivity impact of genetically modified organisms (GMOs) differs across crops, taking factor biased technology change into account. The transfer of knowledge across countries is modelled as a process of endogenous knowledge spill-overs. Analysis with a multi-region applied general equilibrium model shows that the CAP protects farm income and production despite non-adoption of the more productive GM crops in the EU. The EU will forgo substantial benefits in terms of economic welfare if it bans GM imports.     

Shaping Halal Into a Brand? Factors Affecting Consumers’ Halal Brand Purchase Intention

The authors’ aim was to find the possible positive relationships among branding constructs (brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty) to explain consumer purchasing behavior toward halal brands. The authors proposed and empirically tested a conceptual model consisting of variables such as brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty. A sample of 324 international Muslim respondents in China was gathered through the use of convenience and snowball sampling methods, and the hypotheses were tested by performing structural equation modeling. The empirical results show that the brand image of a halal milk brand is found to directly and positively affect consumer brand perceived quality, brand satisfaction, brand trust, and brand loyalty except for consumer brand purchase intention. This study suggests that companies dealing with halal brands should invest more resources to increase brand perceived quality, brand satisfaction, brand trust, and brand loyalty because these factors are positively associated with customers’ brand purchase intention.