Consumer acceptance of genetically modified rapeseed-oil: A discrete-choice-experiment

This paper deals with consumer acceptance of genetically modified rapeseed-oil in Germany and analyzes under which conditions consumers would buy such products. To investigate this subject a Discrete-Choice-Experiment was performed within the framework of a cross-European consumer survey in spring 2007. The results show that consumers’ utility is increased by an organically produced product and decreased by a GM product. Thereby the association with individual advantages (health benefits) decreases consumers’ utility less compared to the association with environmental benefits. Additionally, it could be shown that German consumers prefer locally produced rapeseed-oil compared to imported. If GM products exhibit a considerable price discount compared to conventional products, a certain market potential for GM rapeseed-oil exists in Germany. But the granting of discounts must be carefully balanced especially against the background of profitability for producers and processors.