Effect of information and innovator reputation on consumers' willingness to pay for genome-edited foods

This study used discrete choice experiment data from a national survey of 1,573 United States consumers to examine the effect of information and innovation reputation on consumers' willingness to pay (WTP) for genome-edited soybean oil and apples relative to soybean oil and apples produced using genetically modified technology and conventional breeding. The study used a split design survey with control and information treatments. The information treatments included information on genetically modified, genome-editing, and traditional breeding technologies and technologies' health and environmental benefits. In contrast, the control treatment did not include any information on technology or benefits. The study shows that consumers have higher WTP for genome-edited soybean oil with information on technology and health and environmental benefits. However, the information did not affect consumers' WTP for genetically modified soybean oil. Unlike soybean oil, the information treatments did not affect WTP for genome-edited apples. Findings from the study show that consumers prefer domestic startup firms and universities to multinational firms as developers of genetically modified and genome-editing technologies, irrespective of food types. Results from the study provide insights for genome-edited technology developers in product and trait selection and marketers in communication and outreach efforts to increase consumer acceptance of it.

Automated summary

This study used discrete choice experiment data to explore the impact of information and innovation reputation on consumers' willingness to pay (WTP) for genome-edited soybean oil and apples. The study found that consumers have higher WTP for genome-edited soybean oil with information on technology and health and environmental benefits, while the information did not affect consumers' WTP for genetically modified soybean oil. The information treatments did not affect WTP for genome-edited apples. The study also revealed that consumers prefer domestic startup firms and universities as developers of genetically modified and genome-editing technologies.