Consumer acceptance of biotechnology and the role of second generation technologies in the USA and Europe

摘要

In a recent article in Trends in Biotechnology, Gene Rowe wrote about a study published by Lusk concerning US consumer willingness-to-pay for a second generation genetically modified (GM) food - golden rice genetically modified to contain β carotene. That study showed, in contrast to previous research, that consumers might actually be willing to pay a premium for a GM food if it was created to be beneficial to them. Rowe was right to point out that consumer concern for GM food is a complex issue, complicated by individual differences in culture, trust and risk perceptions. Our purpose here is to address some of the issues mentioned by Rowe, in light of previously published research and findings from nationwide surveys we recently conducted in the USA and France.