Effects of the National Bioengineered Food Disclosure Standard: Willingness To Pay for Labels that Communicate the Presence or Absence of Genetic Modification

Abstract

AbstractAfter much debate, the United States recently adopted a law that will require mandatory labeling of genetically modified (GM) food. We elicit willingness‐to‐pay (WTP) for manufactured and fresh foods that communicate the presence or absence of GM material. We find that a text disclosing the presence of GM material lowers WTP relative to a QR code disclosure that must be scanned. Furthermore, participants perceive Non‐GMO Project verified and organic as substitutes; WTP premiums for a product with both Non‐GMO Project verified and organic labels is about the same as the WTP premium when either label is present in isolation.