Consumer Buying Behavior of Genetically Modified Fries in Germany

Abstract

A purchasing experiment in which genetically modified and conventional fries were offered for sale at mobile fast food stands in Germany was conducted to identify factors influencing the willingness of consumers to purchase genetically modified fries. In total, 331 purchasing decisions were made: 56.5% decided to purchase conventional fries, 22.4% genetically modified fries, and 21.1% no preference. A logistic regression model analyzing questionnaires found that worry about pesticides, frequency of organic food purchases, the acceptability of genetically modified foods with environmental benefits, and perceptions of health risks from genetically modified foods significantly impact the willingness to purchase genetically modified fries.

Keywords:

• consumer acceptance
• genetically modified foods (GMFs)
• logistic regression model
• purchasing experiment
• revealed preferences

Acknowledgments

This article is based on Thea Nielsen's master thesis at the Institute of Agricultural Policy and Agricultural Markets, Chair of Agricultural Markets and Marketing, University of Hohenheim, Stuttgart, Germany. She is a PhD candidate at the Department of Agricultural Economics and Social Sciences in the Tropics and Subtropics, Chair of Rural Development Theory and Policy, University of Hohenheim, Stuttgart, Germany.

Notes

¹ See: Belk (1985); Cummings, Harrison, & Rutstrom (1995); Dannenbrg et al. (2008); Kalaitzandonakes, Marks, & Vickner (2005); Knight, Mather, & Holdsworth (2005a); Knight, Mather, & Holdsworth (2005b); Knight et al., (2007); List (2006); Lusk & Norwood (2009); Lusk et al., (2006); Noussair, Robin, & Ruffeux (2004); and Shogren, Fox, Hayes, Roosen (1999).

² Three goodness-of-fit tests were employed: the likelihood ratio test, the Hosmer and Lemeshow's goodness-of-fit test and a test using linear predictors to rebuild the model. Multicollinearity was tested using a Variance Inflation Factor and by examining the conditioning of the matrix of predictors. Results from these tests are in the notes of Table 2.