The Effects of Prior Beliefs and Learning on Consumers’ Acceptance of Genetically Modified Foods: Implications for Diet and Behavior

Abstract

New food products made from genetically modified crops appeared in US supermarkets starting in 1996, and consumers perceived some risks. This paper shows how consumers’ prior beliefs about genetic modification and of diverse, new information affect their willingness to pay for foods that might be genetically modified. Evidence comes from food experiments. Individuals who have informed prior beliefs discount food products more highly than those who had uninformed prior beliefs. Uniformed participants seem to be more susceptible to information from interested and third parties. In contrast, informed participants seem not to be affected significantly by new information. Third-party information seems to be a moderating force on both biotech industry and environment group information. Recent experiments have shown that consumers will pay a premium for GM food products that have enhanced levels of antioxidants and vitamin C.