Public Perceptions And Willingness-To-Pay A Premium For Non-GM Foods In The US and UK
September 3, 2001By Wanki Moon and Siva K. Balasubramanian
AgBioForum, Volume 4(3&4).
This study uses consumer survey data collected in the United States (US) and United Kingdom (UK) to examine the linkages between subjective risk and benefit perceptions and willingness-to-pay a premium for non-genetically modified (non-GM) foods. While UK consumers were significantly more willing to pay a premium to avoid GM foods than US consumers, risk and benefit perceptions clearly translated into behavioral intentions as measured with willingness-to-pay in both countries. More importantly, this paper establishes that risk perception exerts a greater impact on willingness-to-pay than benefit perception.
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