Heterogeneous Consumer Preferences for Nanotechnology and Genetic-Modification Technology in Food Products

This study investigates heterogeneous consumer preferences for nano-food and genetic-modified (GM) food and the associated benefits using the results of choice experiments with 1117 U.S. consumers. We employ a mixed logit model and a latent class logit model to capture the heterogeneity in consumer preferences by identifying consumer segments. Our results show that nano-food evokes less negative reactions compared with GM food. We identify four consumer groups: “Price Oriented/Technology Adopters,” “Technology Averse,” “Benefit Oriented/Technology Accepters,” and “New Technology Rejecters.” Each consumer group has distinctive demographic backgrounds, which generates deeper insights in the diversified public acceptance for nano-food and GM food. Our results have important policy implications in the adoption of new food technologies.