CONSUMER ACCEPTANCE OF GENETICALLY MODIFIED FOODS

Despite the seemingly ample information available, research on consumer perception and
attitudes toward biotechnology in general or GM foods in particular, has been limited. In most
cases, the methodology adopted heavily relied on qualitative questions and descriptive
comparisons. Few attempted to quantify the consumer’s purchase behavior and to investigate the
willingness to buy GM foods. Also, the constantly changing attitudes expressed by consumers
signify the need to investigate and obtain more up-to-date data on consumer attitudes toward GM
foods. Further, few studies have attempted to estimate the consumer’s willingness to pay (WTP)
for GM or non-GM foods in the literature. This study, therefore, is aimed at providing the WTP
estimates based on consumer attitude toward GM foods and other characteristics. Actually this
study is part of a research project attempting to provide a more global perspective by conducting
a multi-country survey in four countries of Japan, Norway, Taiwan and the U.S. This paper,
however, presents only the analysis of a survey conducted in Columbus Metropolitan Area, Ohio
under this project.

Specifically, the objectives of this study are to analyze an Ohio survey on the consumer
acceptance of GM foods and to conduct a contingent valuation of the willingness to pay for three
selected products with and without GMO ingredients, i.e., vegetable oil, salmon, and corn flake
breakfast cereal.

Background and Literature

Consumer acceptance toward GM foods varies greatly among countries. Studies in the U.S.
mostly show that its consumers have a higher acceptance rate toward biotechnology and GM
foods than those in other countries. One of Hoban’s studies (1998) indicates that two-thirds of
American consumers are positive about plant biotechnology, and this support is the highest
among men and people with more formal education. National surveys conducted in recent years

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