Purpose

Will develop empirical models to thoroughly analyze the structure of consumer preferences underlying the controversy over biotech foods.

Research will also evaluate the size of the emerging demand for non-biotech crops, thus providing greater knowledge of the derived demand for different types of soybeans and reducing the uncertainties within the grain marketing channels regarding consumer demand.

Objective

Addressing these issues will involve delving into consumer knowledge, awareness, attitudes, labeling preference, risk perception, and purchase intentions of biotech foods.

Using non-market valuation techniques and survey data from a nationally representative sample of consumers, this research will provide better knowledge of consumers' willingness to pay for non-GMO soybeans.

Impact

Expected results will provide important knowledge and understanding about interpreting consumer attitudes, risk assessment, and consequently acceptance of biotech foods.