CONSUMER ACCEPTANCE OF GENETICALLY MODIFIED FOODS: A TELEPHONE SURVEY
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This paper reports results from a pilot U.S. national telephone survey on genetically modified foods (vegetable oil, cornflake cereal, and salmon). The survey featured contingent valuation in which respondents chose between the GM and non-GM alternatives. The binary and multinomial logit models yield estimated willingness to pay to avoid the GM alternatives. Perceived risk of GM food is an important determinant of GM choice along with the price. Respondents are willing to pay 41.2%, 31.4%, 40.9%, and 52.5% of the base prices to avoid GM vegetable oil, GM cornflakes, GM-fed salmon, and GM salmon, respectively.