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Role of information on consumers' willingness-to-pay for genetically-modified rice with health benefits: an application to China

Hans De Steur (UGent) , Jeroen Buysse (UGent) , Shuyi Feng and Xavier Gellynck (UGent)
(2013) ASIAN ECONOMIC JOURNAL. 27(4). p.391-408
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Abstract
Despite their potential health benefits, the controversial nature surrounding the use of GM technology in biofortified crops remains a subject of discussion. This paper investigates the role of information on willingness-to-pay for folate-biofortified rice in a Chinese folate-deficient region. We conducted second price auctions with 252 women of childbearing age, split up into two target groups based on street (n = 132, non-student sample) or school auctions (n = 120, student sample). Notwithstanding a general positive effect of folate-related information (i.e. content, benefits and regional situation), evidence reveals that the non-student sample is less concerned about GM technology. The results also provide insight into serial position effects in conflicting GM information. Whereas participants in the non-student sample are more prone to a primacy bias when receiving both positive and negative information, an alarmist reaction is observed in the student sample. This study highlights the need for segmented, targeted communication strategies on biofortification.
Keywords
experimental auctions, folate biofortification, genetically modified rice, information effects, willingness-to-pay, China, economic valuation, experimental auctions, folate biofortification, genetically modified rice, information effects, willingness-to-pay, China, economic valuation

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MLA
De Steur, Hans, Jeroen Buysse, Shuyi Feng, et al. “Role of Information on Consumers’ Willingness-to-pay for Genetically-modified Rice with Health Benefits: An Application to China.” ASIAN ECONOMIC JOURNAL 27.4 (2013): 391–408. Print.
APA
De Steur, Hans, Buysse, J., Feng, S., & Gellynck, X. (2013). Role of information on consumers’ willingness-to-pay for genetically-modified rice with health benefits: an application to China. ASIAN ECONOMIC JOURNAL, 27(4), 391–408.
Chicago author-date
De Steur, Hans, Jeroen Buysse, Shuyi Feng, and Xavier Gellynck. 2013. “Role of Information on Consumers’ Willingness-to-pay for Genetically-modified Rice with Health Benefits: An Application to China.” Asian Economic Journal 27 (4): 391–408.
Chicago author-date (all authors)
De Steur, Hans, Jeroen Buysse, Shuyi Feng, and Xavier Gellynck. 2013. “Role of Information on Consumers’ Willingness-to-pay for Genetically-modified Rice with Health Benefits: An Application to China.” Asian Economic Journal 27 (4): 391–408.
Vancouver
1.
De Steur H, Buysse J, Feng S, Gellynck X. Role of information on consumers’ willingness-to-pay for genetically-modified rice with health benefits: an application to China. ASIAN ECONOMIC JOURNAL. 2013;27(4):391–408.
IEEE
[1]
H. De Steur, J. Buysse, S. Feng, and X. Gellynck, “Role of information on consumers’ willingness-to-pay for genetically-modified rice with health benefits: an application to China,” ASIAN ECONOMIC JOURNAL, vol. 27, no. 4, pp. 391–408, 2013.
@article{4208991,
  abstract     = {Despite their potential health benefits, the controversial nature surrounding the use of GM technology in biofortified crops remains a subject of discussion. This paper investigates the role of information on willingness-to-pay for folate-biofortified rice in a Chinese folate-deficient region. We conducted second price auctions with 252 women of childbearing age, split up into two target groups based on street (n = 132, non-student sample) or school auctions (n = 120, student sample). Notwithstanding a general positive effect of folate-related information (i.e. content, benefits and regional situation), evidence reveals that the non-student sample is less concerned about GM technology. The results also provide insight into serial position effects in conflicting GM information. Whereas participants in the non-student sample are more prone to a primacy bias when receiving both positive and negative information, an alarmist reaction is observed in the student sample. This study highlights the need for segmented, targeted communication strategies on biofortification.},
  author       = {De Steur, Hans and Buysse, Jeroen and Feng, Shuyi and Gellynck, Xavier},
  issn         = {1351-3958},
  journal      = {ASIAN ECONOMIC JOURNAL},
  keywords     = {experimental auctions,folate biofortification,genetically modified rice,information effects,willingness-to-pay,China,economic valuation,experimental auctions,folate biofortification,genetically modified rice,information effects,willingness-to-pay,China,economic valuation},
  language     = {eng},
  number       = {4},
  pages        = {391--408},
  title        = {Role of information on consumers' willingness-to-pay for genetically-modified rice with health benefits: an application to China},
  url          = {http://dx.doi.org/10.1111/asej.12020},
  volume       = {27},
  year         = {2013},
}

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