ConsumerResponsetoGeneticallyModifiedFood.pdfVIP

Consumer Response to Genetically Modified Food Products in Japan Jill J. McCluskey, Kristine M. Grimsrud, Hiromi Ouchi, and Thomas I. Wahl In Japan, a large U.S. export market, there has been growing public opposition against genetically modified (GM) foods. Using a dichotomous choice contingent valuation method, findings show the discount needed for Japanese Seikyou consumers to purchase GM food products is positively affected (i.e., a greater discount is required) by higher levels of self-reported risk perceptions toward GM food, higher levels of concern about food safety and the environment, higher self-reported knowledge about biotechnology, education levels, and income. Interestingly, gender does not significantly affect the discount needed for GM food. Further, it can be inferred from the results that a transformation of Japanese consumers’ perceptions and attitudes is needed for GM food products to successfully enter the Japanese market. Key Words: biotechnology, consumers, genetically modified foods, Japan, willingness to purchase Biotechnology has been touted as the future of agri- corn which are not genetically modified, even at culture. However, the business leaders, producers, premium prices. and scientists involved in biotech did not foresee In the United States in 1999, premiums of 8￠ to how controversial genetically modified (GM) foods 15￠ per bushel were offered for non-GM corn, and would be with consumers, particularly for export premiums of 5￠ to 35￠ per bushel were offered for markets such as Japan. A better understanding of non-GM soybeans at the farm level (Nelson et al., consumer attitudes and behavior toward genetically 1999). In response, some Japane