Consumer Acceptance of Nutritionally Enhanced Genetically Modified Food: Relevance of

This study examines consumer's willingness to consume different types of a nutri-tionally enhanced food product (i.e., breakfast cereal with calcium, omega fatty acids, or anti-oxidants) derived from grains genetically modified using two types of technol-ogies: plant-to-plant gene transfer technology and animal-to-plant gene transfer technology. Findings indicate a majority of the respondents are willing or somewhat willing to consume the three types of nutritionally enhanced genetically modified breakfast cereal, but are less willing if the genetically modified product is derived from animal-to-plant gene transfer technology than from plant-to-plant gene transfer technology. However, the results of the ordered probit models suggest there are groups of consumers who will not approve of the use of either type of gene transfer technology even with the presence of an enhanced nutritional benefit in the product. Key words: consumer acceptance, gene transfer technology, genetic modification, nutritionally enhanced food products, willingness to consum