Demand for a Transgenic Food with a Medical Benefit

The perceived health and environmental risks of genetically modified (GM) technology have impeded its diffusion in developed countries. However, GM crops, which can provide direct consumer as well as producer value, have recently been developed. This study applies a stated choice experiment to examine whether the addition of a medical benefit can improve the welfare of the beneficiaries of the newly developed GM variety. Our results show a tradeoff between general worries over GM technology and GM food’s specific health benefits. A marketing program should therefore be designed to inform and persuade consumers of these features.