IMPACT OF PRODUCER AND USE OF BIOTECHONOLOGY ON CONSUMER WILLINGNESS TO PAY: DISCOUNTS REQUIRED FOR ORANGES PRODUCED WITH BIOTECHNOLOGY

Genetically modified organisms (GMOs) have been present within the food industry for years. Past research focuses on consumer’s willingness to pay for GMOs based on labels, and perceived risks and benefits. An online survey with a choice experiment will estimate different willingness to pay estimates for various producers and uses in the US, Germany and Spain. Respondents were divided into five treatment groups and presented with various uses of biotechnology. The choice experiment included price, producer and seedless as attributes for a pound of oranges. Results showed that respondents in all countries required a discount to purchase oranges produced with biotechnology regardless of information treatment or producer type. The discount rate was consistently larger for German participants than US or Spanish participants