Consumer Acceptance and Willingness to Pay for Genetically Modified Vegetable Oil and Salmon: A Multiple-Country Assessment

The objective of this paper is to estimate the consumer willingness to pay (WTP) for selected genetically modified (GM) foods in Japan, Norway, Taiwan, and the United States. Our survey results reveal that there are notable differences in the attitude and perception of GM foods across these countries. Consumers are willing to pay substantial premiums for non-GM foods (vegetable oil and salmon) in order to avoid GM counterparts. These premiums may exceed 50% of the discounted prices of GM foods.