| Abstract: | We investigate consumer demand for genetically modified (GM) rice in urban China, using a relatively large survey of urban consumers in 2013 and the contingent valuation method. Our results show that respondents discount their WTP for first, second and third generation of GM rice by 31%, 34% and 36%, respectively, compared with non‐GM rice, indicating substantial aversion to GM rice by Chinese consumers. The level of consumers’ subjective knowledge of GM rice has a significantly negative impact on their WTP for GM rice, implying that GM rice in China has become a ‘special food’ with an unreliable image. |
