Improving the Nutrient Content of Food through Genetic Modification: Evidence from Experimental Auctions on Consumer Acceptance
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This paper assesses consumers’ acceptance of nutritionally enhanced vegetables using a series of
auction experiments administered to a random sample of adult consumers. Evidence suggests that
consumers are willing to pay significantly more for fresh produce with labels signaling enhanced
levels of antioxidants and vitamin C achieved by moving genes from within the species, as
opposed to across species. However, this premium is significantly affected by diverse information
treatments injected into the experiments.