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Heterogeneous Consumer Preferences for Nanotechnology and Genetic‐modification Technology in Food Products
Author(s) -
Yue Chengyan,
Zhao Shuoli,
Kuzma Jennifer
Publication year - 2015
Publication title -
journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.157
H-Index - 61
eISSN - 1477-9552
pISSN - 0021-857X
DOI - 10.1111/1477-9552.12090
Subject(s) - mixed logit , food products , business , marketing , genetically modified food , latent class model , logit , economics , genetically modified organism , logistic regression , food science , computer science , econometrics , biochemistry , chemistry , machine learning , gene
This study investigates heterogeneous consumer preferences for nanofood and genetically‐modified ( GM ) food and the associated benefits using the results of choice experiments with 1,117 US consumers. We employ a latent class logit model to capture the heterogeneity in consumer preferences by identifying consumer segments. Our results show that nano‐food evokes fewer negative reactions compared with GM food. We identify four consumer groups: ‘Price Oriented/Technology Adopters’, ‘Technology Averse’, ‘Benefit Oriented’, and ‘New Technology Rejecters’. Each consumer group has a distinctive demographic background, which generates deeper insights into the diversified public acceptance of nano‐food and GM food. Our results have policy implications for the adoption of new food technologies.