Genetically Modified Foods: Consumers Risk Perceptions, Labeling Demand, and Willingness to Pay in Taiwan

Conjoint analysis is used to elicit consumers’ preferences for attributes on papaya, rice, soybean, and corn. Results indicate that consumers in Taiwan place positive utility on improving product appearance and nutrition and on lowering ag-chemicals applications, while revealing negative utility on GM technology for food.

Positive utility is also found on organic and quasi-organic foods. Willingness to pay (WTP) for GM technology is negative for all products, with the lowest on rice of NT$-32.97s. Negative WTP is also found in ag-chemicals (NT$-6.82 to -90.19).