Consumer valuation of information about food safety achieved using biotechnology: Evidence from new potato products

• Published in: Food policy Vol. 69; pp. 82 - 96
• Main Authors: McFadden, Jonathan R., Huffman, Wallace E.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.05.2017
• Subjects: acrylamides; adults; auctions; Biotechnology; carcinogens; consumer acceptance; consumer information; Experimental auctions; food labeling; Food safety; foods; genetic engineering; Information and labeling effects; Potato products; risk assessment; temperature; United States; United States; Potato products; Biotechnology; Experimental auctions; Food safety; Information and labeling effects
• ISSN: 0306-9192; 1873-5657
• DOI: 10.1016/j.foodpol.2017.03.002

•New food safety issues are associated with potato products.•Conventional plant breeding and new storage practices are ineffective.•Biotech methods are effective in improving potato quality and food safety.•Consumers respond positively to new information about the problem and the new technology.•Consumer attributes affect valuation of the new biotech potato products. This study focuses on the role of food labels and information for affecting consumers’ valuation of food safety achieved through application of biotechnological (biotech) methods. In 2002, potato products cooked to a high temperature were first reported to contain the human carcinogen acrylamide. Research discoveries using genetic engineering can substantially reduce carcinogenic-forming potential, and thereby increase food safety of potato products. Adult consumers from three distant regions of the U.S. were the subjects in lab auctions of potato products. They engaged in distinct rounds of bidding, first without packaged information and again after receiving information about the food safety risks and benefits of new biotech potato products. The study finds that willingness-to-pay (WTP) for these new potato products are not significantly different from conventional potato products under no information. However, exposure to a scientific perspective and scientific plus industry perspectives increases participants’ willingness-to-pay for the new potato products and reduces willingness-to-pay for conventional products. Exposure to the negative perspective on the new technology significantly reduces willingness-to-pay. Consumer valuation of the new potato products is affected by food labels, information, and consumer attributes. A consumer information program could be needed to gain consumer acceptance of these potato products or other foods that have been genetically modified to increase certain food safety dimensions.