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Consumer Willingness to Pay for “Second-Generation†Genetically Engineered Products and the Role of Marketing Information

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  • Rousu, Matthew C.
  • Monchuk, Daniel C.
  • Shogren, Jason F.
  • Kosa, Katherine M.

Abstract

Environmental and consumer groups have called for mandatory labeling of genetically engineered (GE) food products in the United States, stating that consumers have the “right to know.†Herein, we use a nonhypothetical field experiment to examine the willingness to pay for GE-labeled products, using the only second-generation GE product currently on the U.S. market—GE cigarettes. Our results suggest consumers pay less for GE-labeled cigarettes when marketing information is absent. But, when presented with marketing information on the attributes of the cigarette, we find no evidence that consumers pay less for GE-labeled cigarettes.

Suggested Citation

  • Rousu, Matthew C. & Monchuk, Daniel C. & Shogren, Jason F. & Kosa, Katherine M., 2005. "Consumer Willingness to Pay for “Second-Generation†Genetically Engineered Products and the Role of Marketing Information," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 37(3), pages 647-657, December.
    • Handle: RePEc:cup:jagaec:v:37:y:2005:i:03:p:647-657_02
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    Cited by:

    1. Zhihao Zheng & Shida R. Henneberry & Chuanzhong Sun & Rodolfo M. Nayga, 2018. "Consumer Demand for Genetically Modified Rice in Urban China," Journal of Agricultural Economics, Wiley Blackwell, vol. 69(3), pages 705-725, September.
    2. Hans D. Steur & Jeroen Buysse & Shuyi Feng & Xavier Gellynck, 2013. "Role of Information on Consumers’ Willingness-to-pay for Genetically-modified Rice with Health Benefits: An Application to China," Asian Economic Journal, East Asian Economic Association, vol. 27(4), pages 391-408, December.
    3. Shi, Lijia & Gao, Shifeng & House, Lisa A. & Heng, Yan, 2015. "A Multi-Store Auction to Measure Willingness-to-Pay for Organic and Local Blueberries," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-10, November.
    4. Vera Teresa Foti & Alessandro Scuderi & Claudio Bellia & Giuseppe Timpanaro, 2021. "Biofortification of tomatoes in Italy: Status and level of knowledge," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 67(6), pages 227-235.
    5. Lusk, Jayson L. & Norwood, F. Bailey, 2006. "Social Desirability Bias in Willingness-to-Pay for Products with Normative Attributes," 2006 Annual meeting, July 23-26, Long Beach, CA 21428, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    6. Whiting, Alix & Kecinski, Maik & Li, Tongzhe & r, Kent D. Messer & Parker, Julia, 2019. "The importance of selecting the right messenger: A framed field experiment on recycled water products," Ecological Economics, Elsevier, vol. 161(C), pages 1-8.
    7. Dinah Pura T. Depositario & Rodolfo M. Nayga, Jr. & Ximing Wu & Tiffany P. Laude, 2009. "Effects of Information on Consumers' Willingness to Pay for Golden Rice," Asian Economic Journal, East Asian Economic Association, vol. 23(4), pages 457-476, December.
    8. Lijia Shi & Lisa A. House & Zhifeng Gao, 2013. "Impact of Purchase Intentions on Full and Partial Bids in BDM Auctions: Willingness-to-pay for Organic and Local Blueberries," Journal of Agricultural Economics, Wiley Blackwell, vol. 64(3), pages 707-718, September.
    9. Carolina González & Nancy Johnson & Matin Qaim, 2009. "Consumer Acceptance of Second‐Generation GM Foods: The Case of Biofortified Cassava in the North‐east of Brazil," Journal of Agricultural Economics, Wiley Blackwell, vol. 60(3), pages 604-624, September.

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