Determinants of consumer attitudes and purchase intentions with regard to genetically modified tomatoes

• Published in: Agribusiness (New York, N.Y.) Vol. 23; no. 1; pp. 117 - 130
• Main Authors: Bukenya, J.O, Wright, N.R
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Subscription Services, Inc., A Wiley Company 2007; John Wiley & Sons, Ltd; Wiley Periodicals Inc
• Series: Agribusiness
• Subjects: consumer acceptance; Consumer attitudes; consumer behavior; consumer expenditure; consumer information; consumer surveys; Consumers; contingent valuation; decision making; econometric models; food beliefs; Food production; Food safety; Food technology; Genetically altered foods; genetically modified foods; health beliefs; issues and policy; labeling; laws and regulations; logit analysis; Lycopersicon esculentum; perceptions (cognitive); risk communication; Studies; Tomatoes; willingness to pay; Alabama; United States > US
• ISSN: 0742-4477; 1520-6297
• DOI: 10.1002/agr.20109

Although some insights have been gained from previous studies on the acceptability of genetically modified (GM) foods, not many attempts have been made to understand consumer acceptability of genetically modified tomatoes. The purpose of this study is to understand the impact of factors such as consumer knowledge, beliefs, and attitudes on the acceptability of genetically modified tomatoes. The analysis draws on data from a consumer survey conducted at several grocery stores in Alabama in 2003. The results revealed a diversified set of preferences toward GM tomatoes. Logit results suggest that attitude toward the use of genetic modification technology in food production, opinion about labeling, and consumer perceptions about the safety of GM foods strongly influence consumers' decisions. The utility advantage of purchasing non-GM tomatoes corresponds to an average premium of $0.39 per pound, implying that consumers would be willing to purchase non-GM tomatoes at a price $0.39 higher than the price of GM tomatoes.