Consumer Acceptance and Willingness to Pay for Genetically Modified Rice in China Report as inadecuate

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Over the past decade public perception of GM food in China has become increasinglycontentious. Concerns have emerged with regard to public health, environmental safety, andeconomic impacts. This paper utilizes a survey conducted in 2013 to evaluate China’s urbanconsumers’ acceptance and willingness to pay (WTP) for genetically modified rice. The surveywas conducted in thirteen of the main rice consuming provinces of China. Responses from 994consumers are used to estimate WTP for GM rice relative to non-GM rice. A double boundeddichotomous choice contingent valuation method is used to estimate consumers’ WTP for GMrice products. The effect of socio-demographic characteristics of consumers on acceptance andWTP is also reported. The survey design includes different information treatments for GM rice:no specific rice trait information, environmental/producer trait information (Bt rice), consumerhealth trait information (Golden rice) and stacked environmental/producer plus consumer healthtraits information. For the three specific rice trait information treatments, the risks and benefitsinformation were reordered for the half of the respondents. The main result of the study is that amajority of Chinese urban consumers require a large discount to be willing to pay for GM riceregardless of rice trait and information treatment. Compared to previous studies, Chineseconsumers’ WTP and attitudes on GM rice have become more negative.

Keywords: GM rice ; China urban consumers ; willingness to pay ; double bounded dichotomouschoice model

Subject(s): Food Consumption/Nutrition/Food Safety


Issue Date: 2014

Publication Type: Conference Paper/ Presentation

PURL Identifier:

Total Pages: 30

JEL Codes: D12

Record appears in: Agricultural and Applied Economics Association (AAEA) > 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota

Author: Jin, Jing ; Wailes, Eric ; Dixon, Bruce ; Nayga, Rodolfo M. Jr. ; Zheng, Zhihao


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