Determinants of consumer attitudes and purchase intentions with regard to genetically modified tomatoes

Although some insights have been gained from previous studies on the acceptability of genetically modified ~GM! foods, not many attempts have been made to understand consumer acceptability of genetically modified tomatoes+ The purpose of this study is to understand the impact of factors such as consumer knowledge, beliefs, and attitudes on the acceptability of genetically modified toma-toes+ The analysis draws on data from a consumer survey conducted at several grocery stores in Alabama in 2003+ The results revealed a diversified set of preferences toward GM tomatoes+ Logit results suggest that attitude toward the use of genetic modification technology in food production, opinion about labeling, and consumer perceptions about the safety of GM foods strongly influence consumers ’ decisions+ The utility advantage of purchasing non-GM tomatoes corresponds to an average premium of $0+39 per pound, implying that consumers would be willing to purchase non-G