Consumer Demand for Genetically Modified Rice in Urban China

Zhihao Zheng, Shida R. Henneberry, Chuanzhong Sun, Rodolfo M. Nayga

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


We investigate consumer demand for genetically modified (GM) rice in urban China, using a relatively large survey of urban consumers in 2013 and the contingent valuation method. Our results show that respondents discount their WTP for first, second and third generation of GM rice by 31%, 34% and 36%, respectively, compared with non-GM rice, indicating substantial aversion to GM rice by Chinese consumers. The level of consumers’ subjective knowledge of GM rice has a significantly negative impact on their WTP for GM rice, implying that GM rice in China has become a ‘special food’ with an unreliable image.

Original languageEnglish
Pages (from-to)705-725
Number of pages21
JournalJournal of Agricultural Economics
Issue number3
Publication statusPublished - 2018 Sept
Externally publishedYes


  • China
  • contingent valuation
  • genetically modified rice
  • information treatments
  • willingness to pay

ASJC Scopus subject areas

  • Agricultural and Biological Sciences (miscellaneous)
  • Economics and Econometrics


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