Influence of brand name and type of modification on consumer acceptance of genetically engineered corn chips: a preliminary analysis

Abstract

In an effort to counteract adverse consumer reaction to genetically engineered foods, the biotechnology industry has shifted attention to deriving and promoting foods that have been genetically modified to have benefits for the consumer. However, is it uncertain whether this strategic shift will be successful at changing consumer perception of biotechnology. To provide an initial investigation into the issue, we surveyed 270 Mississippi State students. Results suggest that these consumers were more accepting of corn chips that had been modified to increase shelf life as opposed to increasing farmer yields; however, willingness-to-pay premiums for these value-added corn chips were extremely small relative to corn chips that contained no genetically engineered corn. Results also suggest students were more accepting of genetically engineered foods when sold by agribusinesses with high levels of brand equity or store loyalty.