This paper reports results from a U.S. national telephone survey on
genetically modified foods (vegetable oil, cornflakes, and salmon). The
survey featured a contingent valuation in which respondents chose between
the GM and non-GM alternatives with an option of indifference. The binomial
and multinomial logit models yielded estimated willingness to pay (WTP) to
avoid the GM alternatives. Respondents were willing to pay 20.9%, 14.8%,
28.4%, and 29.7% of the base prices to avoid GM vegetable oil, GM
cornflakes, GM-fed salmon, and GM salmon, respectively. The inclusion of
indifference option could increase the sample size and moderate the mean
WTP.