The Potential Market for GM Rice with Health Benefits in a Chinese High-Risk Region |
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Authors: | Hans De Steur Ge Liqun Dominique Van Der Straeten Willy Lambert Xavier Gellynck |
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Affiliation: | 1. Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Ghent, BelgiumHans.DeSteur@UGent.be;3. Rural Economy Research Institute, Liaoning Academy of Agricultural Sciences, Shenyang, Liaoning, P.R. China;4. Laboratory of Functional Plant Biology, Department of Physiology, Ghent University, Ghent, Belgium;5. Department of Bioanalysis, Ghent University, Ghent, Belgium;6. Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Ghent, Belgium |
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Abstract: | Genetically modified rice with a high folate content, i.e., folate biofortified rice, was recently developed to tackle folate deficiency. A consumer segmentation study is conducted to explore its market potential in the Chinese Shanxi Province, where the burden of folate deficiency is among the world’s highest. Cluster analysis of 451 rice consumers identified three segments: enthusiasts (14.2%), cautious (41.2%), and opponents (44.6%). Enthusiasts obtain the highest score of GM food knowledge and attitudes and have the highest GM rice acceptance rate, followed by cautious and reluctant consumers. Regarding GM food information, enthusiasts use almost entirely audiovisual channels and rely more on the industry, while other segments depend more on informal channels and anti-GM sources. Trust levels in these channels/sources differ between enthusiasts (high), opponents (neutral), and cautious (low). Based on multinomial regression, a targeted communication approach is recommended with a focus on female, cautious consumers and rural, low-educated opponents. |
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Keywords: | ex-ante market segmentation genetically modified rice micronutrient health intervention folate biofortification China |
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