Abstract
Abstract Much of the resistance towards genetically modified foods appears to stem from public perceptions that they offer no consumer benefits. In order to test whether clearly defined consumer benefits would change behaviour, a purchasing experiment has been conducted in New Zealand, where the genetically modified issue has been highly politicized. Cherries labelled as spray free‐genetically modified, organic or conventional were offered for sale in a roadside stall, with price levels manipulated to test price sensitivity of the different options. Approximately 27% of consumers proved willing to purchase genetically modified labelled cherries when all three types were priced at the prevailing market price, and this market share increased to 60% when the price was discounted by 15% and organic was priced at a 15% premium. Copyright © 2005 John Wiley & Sons, Ltd.
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