Role of Information on Consumers’ Willingness‐to‐pay for Genetically‐modified Rice with Health Benefits: An Application to China |
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Authors: | Hans De Steur Jeroen Buysse Shuyi Feng Xavier Gellynck |
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Institution: | 1. Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, , B‐9000 Ghent, Belgium;2. College of Public Administration, Nanjing Agricultural University, , Nanjing, 210095 China |
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Abstract: | Despite their potential health benefits, the controversial nature surrounding the use of GM technology in biofortified crops remains a subject of discussion. This paper investigates the role of information on willingness‐to‐pay for folate‐biofortified rice in a Chinese folate‐deficient region. We conducted second price auctions with 252 women of childbearing age, split up into two target groups based on street (n = 132, non‐student sample) or school auctions (n = 120, student sample). Notwithstanding a general positive effect of folate‐related information (i.e. content, benefits and regional situation), evidence reveals that the non‐student sample is less concerned about GM technology. The results also provide insight into serial position effects in conflicting GM information. Whereas participants in the non‐student sample are more prone to a primacy bias when receiving both positive and negative information, an alarmist reaction is observed in the student sample. This study highlights the need for segmented, targeted communication strategies on biofortification. |
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Keywords: | China economic valuation experimental auctions folate biofortification genetically modified rice information effects willingness‐to‐pay D44 D8 I1 M3 |
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