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

This paper deals with consumer acceptance of genetically modified rapeseed-oil in Germanyand 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 theassociation 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 GMproducts 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 andprocessors.