Would Consumers Value New Functional Properties of GM Food? A Choice-Modeling Approach for Rapeseed Oil

European consumers and, in particular, German consumers are known to be very critical towards the introduction of genetically modified (GM) foods. It is analyzed here whether German consumers do reject second-generation GMO foods, too. Whereas first-generation GM crops induced producer-related benefits, second-generation GM crops are associated with consumer-oriented benefits like an improvement of nutritional quality. The determinants of demand for second-generation GM rapeseed oil are investigated within an online survey of 1556 German consumers. It is elaborated how two functional properties of that product matter; i.e. long-chain omega 3 fatty acids and the cholesterol-lowering effect of phytosterols. It turns out that GMO rapeseed oil is neglected by 74% of all respondents. Output traits, however, will increase the probability of purchases of GMO rapeseed oil. This is more the case for long-chain omega 3 fatty acids than for phytosterols