Do U.S. consumers value genetically modified farmed salmon?

• Published in: Food quality and preference 2023-04, Vol.107, p.104841, Article 104841
• Main Authors: Zheng, Qiujie, Nayga, Rodolfo M., Yang, Wei, Tokunaga, Kanae
• Format: Article
• Language: English
• Subjects: Consumer preference; Genetical modification; Salmon
• ISSN: 0950-3293; 1873-6343
• DOI: 10.1016/j.foodqual.2023.104841

•Estimate U.S. consumers’ willingness to pay for GM farmed salmon.•Examine heterogeneity in preferences across perceptions, knowledge, and attitudes.•Draw implications about salmon industry competition and labeling/certifications.•Consumers value GM farmed salmon lower than other salmon.•Preference heterogeneity exists and valuation between fresh and frozen salmon differs. Genetically modified (GM) salmon is the first animal GM product approved for human consumption. Given that genetic modification in the food industry is a highly controversial issue, understanding consumers’ preferences for GM salmon vis-à-vis non-GM farmed and wild-caught salmon is important to provide insights into food policy decision makings on animal GM products. We use a choice experiment to estimate U.S. consumers’ willingness to pay for GM salmon and examine heterogeneity in preferences across levels of consumer perceptions, knowledge, and attitudes. Our results show that U.S. consumers are willing to pay significantly less for GM salmon than non-GM farmed or wild-caught salmon, suggesting their lower valuation of GM salmon. Heterogeneity exists in the valuation of consumers. Consumers who are more concerned about farmed fish in terms of health and safety, environmental sustainability, and welfare, those who report a higher subjective knowledge of GM, and those having a negative attitude towards GM food and technology place a lower value on GM salmon. Consumers require a larger price discount for GM salmon if the salmon is fresh than frozen. Our study draws policy implications for the competition between salmon industry players and for labeling rules and sustainability certifications of GM salmon.