Demand for pesticide-free, cisgenic food? Exploring differences between consumers of organic and conventional food

Research output: Contribution to journalJournal articleResearchpeer-review

Purpose
The purpose of this paper is to explore the consumer acceptance of foods that are pesticide-free while obtained by cisgenics, a form of genetic modification that only allows gene transfers between sexually compatible species. Potential differences in acceptance between conventional and organic consumer segments are explored.

Design/methodology/approach
Data were collected from a survey, including a choice experiment, which was distributed to a consumer panel in Denmark. Survey responses were combined with actual purchase data among the same respondents and thereby providing information about the respondents’ share of organic consumption.

Findings
No consumer segment differentiated between pesticide-free, cisgenic bread and conventional alternatives. Conventional consumers preferred cisgenics over transgenics, while pesticide-free is not highly valued. Frequent organic consumers were having willingness-to-pay (WTP) a large premium for organic, indicating that they will continue to purchase such products even if cisgenic, pesticide-free products are introduced.

Originality/value
This paper provides insights on the potential reception of cisgenic food, and if there is a positive willingness to pay for a pesticide-free label if this is cisgenics. Moreover, the possibility to allow new breeding techniques in the organic requirements has been discussed, and this paper contributes with insights on the organic consumers’ preferences on this matter.
Original languageEnglish
JournalBritish Food Journal
Volume120
Issue number7
Pages (from-to)1666-1679
Number of pages14
ISSN0007-070X
DOIs
Publication statusPublished - 2018

    Research areas

  • Food consumption, Genetically modified food, Consumer purchasing decisions, Labelling, Consumer choice

ID: 203246327