Analyzing consumers' preferences towards GM food in southern Spain

Abstract

In Europe, since the 1990s, food safety crises have heightened public concerns about and distrust towards the agro-food sector, making consumers wary of genetically modified (GM) foods. The application of gene technology to agricultural production has become a highly controversial scientific, political and social issue due to the uncertainty about the potential risks and benefits from GM food consumption. In this regard, public views influence consumers' demands and hence determine the future of this technology's development. Biotechnology proponents attribute the current consumer resistance to GM foods to the lack of tangible benefits for the consumers with higher functional properties. Thus, this paper estimates consumers' preferences regarding GM foods by simulating a market for GM functional cornflakes in southern Spain using the conjoint analysis method. Additionally, market segmentation was performed using a cluster analysis and the consumers' profile differences for each segment were identified. The main results indicate that consumers prefer the GM-free food; nonetheless, the market segmentation distinguishes a potential market niche for GM foods and indicates that businesses can develop strategies to target these segments. Therefore, the marketing strategies implemented in southern Spain should be focused on the health functional claims of second generation GM food.