Do US consumers value genetically modified farmed salmon?

Genetically modified (GM) salmon is the first animal GM product approved for human consumption. Given that genetic modification in the food industry is a highly controversial issue, understanding consumers' preferences for GM salmon vis -`a-vis non-GM farmed and wild-caught salmon is important to provide insights into food policy decision makings on animal GM products. We use a choice experiment to estimate U.S. consumers' willingness to pay for GM salmon and examine heterogeneity in preferences across levels of consumer perceptions, knowledge, and attitudes. Our results show that U.S. consumers are willing to pay significantly less for GM salmon than non -GM farmed or wild-caught salmon, suggesting their lower valuation of GM salmon. Heterogeneity exists in the valuation of consumers. Consumers who are more concerned about farmed fish in terms of health and safety, environmental sustainability, and welfare, those who report a higher subjective knowledge of GM, and those having a negative attitude towards GM food and technology place a lower value on GM salmon. Consumers require a larger price discount for GM salmon if the salmon is fresh than frozen. Our study draws policy im-plications for the competition between salmon industry players and for labeling rules and sustainability certi-fications of GM salmon.

Automated summary

The study investigates consumers' preferences for genetically modified (GM) salmon compared to non-GM farmed and wild-caught salmon, using a choice experiment. The results show that U.S. consumers are willing to pay significantly less for GM salmon and the valuation varies among consumers based on their perceptions, knowledge, and attitudes towards GM food. Consumers who are more concerned about health and safety, environmental sustainability, and welfare, as well as those with negative attitudes towards GM food, place a lower value on GM salmon. Additionally, consumers require a larger price discount for fresh GM salmon compared to frozen salmon.