Consumer Attitudes toward the Use of Gene Technology in Breakfast Products: Comparison between College Students from the U.S. and China

Nanying Wang,Jack E Houston,Zimin Liu,Gregory Colson

doi:10.5539/jfr.v4n6p143

Nanying Wang, Jack E Houston + Show 2 more

Open Access

https://doi.org/10.5539/jfr.v4n6p143

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Abstract

Second-generation Genetically Modified (GM) crops are associated with consumer-oriented benefits such as improvement of nutritional quality. Given such an evolving market environment, this paper presents differences in consumer preferences and valuations for genetically modified breakfast grain products. The perception of consumers from a developing country, China, is discussed and compared to attitudes in a developed country, the U.S. The survey results reveal that there are notable differences in the attitude and perception of college students across these two countries. Purchase intent for GM foods was low, unless a benefit was promised, and some modifications are viewed more positively than others. Overall, it appears that GM foods may be acceptable in the U.S. and Chinese market. The findings in this study have potential implications for establishing various GM marketing strategies and information campaigns.

Highlights

Modified (GM) plant represents a revolutionary technological change in agriculture
Choice-modeling experiments are employed to determine willingness to pay of college student consumers from the U.S and China regarding breakfast foods with Genetically Modified (GM) and other attributes related with consumer benefits when the consumers are placed in an online purchasing situation
The analysis of data predicts that food products made of genetically modified ingredients could have a place in supermarkets in these two counties

Summary

Introduction

Modified (GM) plant represents a revolutionary technological change in agriculture. The first generation (Lust et al, 2005) of genetically modified crop varieties, currently most widespread in the maize and soybean sectors, sought to increase farmer profitability by improving agronomic traits. The second generation of GM crops is focusing on breeding for attributes desired by consumers (e.g., better nutritional content, improved storability). This achievement opens the way for the development of nutritionally complete cereals to benefit nutrition-deficient populations. These attributes can be used in processed foods, such as soda, juices, bread, processed meats and cereal. As the adoption of such lower-cost technologies spreads, this outward shift in the supply curve would be expected to lower the consumer price of nutrient value in food

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