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Public Acceptance of and Willingness to Pay for Nanofood: Case of Canola Oil

Author

Listed:
  • Zhou, Guzhen
  • Hu, Wuyang
  • Schieffer, Jack
  • Robbins, Lynn

Abstract

Nanotechnology has tremendous potential in food and agriculture. Few economic studies focused on specific products made using nanotechnology, let alone food or food related products. Using a national choice experiment survey, this analysis examines consumers’ valuations for nano-attributes. As implied, consumers were willing to pay less for canola oil if it was produced from nanoscale-modified seed; less if the final products were packed with nanotechnology-enhanced packaging technique; and no significant difference was found for oil that was designed with health enhancing nano-engineered oil drops, which would require interaction with the human digestive system. Additionally, the results revealed unobserved heterogeneities among respondents in their willingness-to-pay for canola oil attributes. Findings from this study will help bridge the gap between scientific innovation and public policy and social-economic concerns. Implications for government policy that can be efficiently used to monitor and regulate these technologies were also investigated.

Suggested Citation

  • Zhou, Guzhen & Hu, Wuyang & Schieffer, Jack & Robbins, Lynn, 2013. "Public Acceptance of and Willingness to Pay for Nanofood: Case of Canola Oil," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149662, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea13:149662
    DOI: 10.22004/ag.econ.149662
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    References listed on IDEAS

    as
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    Keywords

    Agribusiness; Agricultural and Food Policy; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Marketing; Research Methods/ Statistical Methods;
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