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Consumer Response to Genetically Modified Food Products in Japan

Published online by Cambridge University Press:  15 September 2016

Jill J. McCluskey ,
Kristine M. Grimsrud ,
Hiromi Ouchi  and
Thomas I. Wahl
Jill J. McCluskey
Affiliation:
Department of Agricultural Economics, Washington State University
Kristine M. Grimsrud
Affiliation:
University of New Mexico
Hiromi Ouchi
Affiliation:
Department of Agricultural Economics, Washington State University
Thomas I. Wahl
Affiliation:
International Marketing Program for the Agricultural Commodities and Trade (IMPACT) Center, Washington State University
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Abstract

In Japan, a large U.S. export market, there has been growing public opposition against genetically modified (GM) foods. Using a dichotomous choice contingent valuation method, findings show the discount needed for Japanese Seikyou consumers to purchase GM food products is positively affected (i.e., a greater discount is required) by higher levels of self-reported risk perceptions toward GM food, higher levels of concern about food safety and the environment, higher self-reported knowledge about biotechnology, education levels, and income. Interestingly, gender does not significantly affect the discount needed for GM food. Further, it can be inferred from the results that a transformation of Japanese consumers’ perceptions and attitudes is needed for GM food products to successfully enter the Japanese market.

Keywords

biotechnologyconsumersgenetically modified foodsJapanwillingness to purchase
Type
Articles
Information
Agricultural and Resource Economics Review , Volume 32 , Issue 2 , October 2003 , pp. 222 - 231
Copyright
Copyright © 2003 Northeastern Agricultural and Resource Economics Association 

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