Purpose

This research will evaluate consumer perceptions about, and preferences for, functional and genetically enhanced food in key international markets for US agricultural and food products. A motivation for the research is the untested hypothesis that consumers rejected the current offering of products containing genetically modified organisms because of the lack of any benefit to them when at the same time they perceived potential food safety and other concerns. The inference is that food products that are genetically enhanced to offer unique and identifiable consumer benefits will be accepted in the market place.

Objectives

1. Identify factors affecting consumer choice of functional and genetically enhanced foods.
2. Identify the importance of each factor on the demand for product attributes.
3. Evaluate public policy options to capture the benefits of biotechnology for American agriculture and food sector.
4. In light of revealed consumer preferences, define the roles of experts and of public policy in managing and resolving social conflict over agricultural biotechnology.

Impact

The knowledge generated will directly enhance the understanding of public and private decision makers and society as to the potential effects of the application of agricultural biotechnology.