Consumers' willingness to pay for edamame with a genetically modified label

Elijah Wolfe; Michael Popp; Claudia Bazzani; Rodolfo M. Nayga, Jr; Diana Danforth; Jennie Popp; Pengyin Chen; Han Seok Seo

doi:10.1002/agr.21505

Consumers' willingness to pay for edamame with a genetically modified label

Elijah Wolfe, Michael Popp, Claudia Bazzani, Rodolfo M. Nayga, Jr, Diana Danforth, Jennie Popp, Pengyin Chen, Han Seok Seo

Research output: Contribution to journal › Article

3 Citations (Scopus)

Abstract

Results from a sensory test of edamame, which is soybean (Glycine max (L.) Merr.) harvested near the end of the pod filling stage, followed by a non-hypothetical auction, and finally a questionnaire were used to determine WTP for GM labeled edamame in comparison to unlabeled and non-GM labeled edamame. The results showed a significant price premium for non-GM edamame even though overall sensory impression did not differ between GM and non-GM edamame. Interestingly unlabeled and GM labeled edamame bids were similar suggesting that consumers wanted to be informed. Preconceived consumer notions appeared to play a role as did knowledge, opinion, income, and consumption frequency in subsamples of respondents. Labeling edamame is in the interest of producers as all edamame produced in the U.S. is non-GM.

Original language	English
Journal	Agribusiness
DOIs	https://doi.org/10.1002/agr.21505
Publication status	Accepted/In press - 2017
Externally published	Yes

ASJC Scopus subject areas

Food Science
Geography, Planning and Development
Animal Science and Zoology
Agronomy and Crop Science
Economics and Econometrics

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10.1002/agr.21505

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Wolfe, E., Popp, M., Bazzani, C., Nayga, Jr, R. M., Danforth, D., Popp, J., Chen, P., & Seo, H. S. (Accepted/In press). Consumers' willingness to pay for edamame with a genetically modified label. Agribusiness. https://doi.org/10.1002/agr.21505

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abstract = "Results from a sensory test of edamame, which is soybean (Glycine max (L.) Merr.) harvested near the end of the pod filling stage, followed by a non-hypothetical auction, and finally a questionnaire were used to determine WTP for GM labeled edamame in comparison to unlabeled and non-GM labeled edamame. The results showed a significant price premium for non-GM edamame even though overall sensory impression did not differ between GM and non-GM edamame. Interestingly unlabeled and GM labeled edamame bids were similar suggesting that consumers wanted to be informed. Preconceived consumer notions appeared to play a role as did knowledge, opinion, income, and consumption frequency in subsamples of respondents. Labeling edamame is in the interest of producers as all edamame produced in the U.S. is non-GM.",

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AU - Danforth, Diana

AU - Popp, Jennie

AU - Chen, Pengyin

AU - Seo, Han Seok

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