Survey respondents between 35 to 60 years old tend to pay higher premiums for non-GM
salmon and non-GM vegetable oil than those who are younger than 35 years old or older than 60
years old. Furthermore, the respondents younger than 35 years old are willing to pay more for
non-GM corn flake breakfast cereal than the other age groups. The senior respondents, however,
are the least willing to pay higher prices for non-GM vegetable oil and corn flake breakfast
cereal, but willing to pay more premiums for non-GM salmon than those who are younger than
35 years old. This finding suggests that middle-aged consumers tend to put more concern on
food safety issue than those who are younger or older and therefore are willing to pay more for
non-GM foods. Besides, their income sources are more stable as compared to younger and older
generations, and therefore middle-aged consumers are more willing to pay a premium for non-
GM food products. On the other hand, senior citizens are less willing to pay more for non-GM
vegetable oil and corn flake breakfast cereal than that for non-GM salmon indicates that senior
people are less sensitive to food safety, especially those food products that are less relevant to
their consumption compared to younger generations, such as corn flake breakfast cereal.
Results also show that non-While respondents are more likely to pay a premium for non-
GM food products than White respondents. Note that the difference in WTP between the two
racial groups is dramatic. Non-White respondents are willing to pay a premium of at least 24%
for the three food products, while White respondents are only willing to pay a premium less than
26%. This finding is somewhat surprising and it may suggest that the non-White respondents
may lack confidence on food safety and therefore are willing to pay a higher premium for non-
GM foods than the While respondents.
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