Valuing Information on GM Foods in the presence of Country-of-Origin Labels

Information on production methods (genetic modification (GM) or organic production) and locations (country of origin) are commonly found on food package labels. Both pieces of information may be used as a proxy for food safety and (perceived) quality by consumers. Our study investigates the interactive effects between information on production method and country-of-origin labeling (COOL) by conducting choice experiments in the European Union, United States and Japan. This study also investigates the effect of information about potential benefits of biotechnology on consumer acceptance of GM foods. Results indicate that consumers preferred GM foods produced domestically to GM foods imported from foreign countries, and individuals with information on consumer benefits, producer benefits, and environmental benefits were willing to pay more than individuals without information in some cases, but the effect of information varied by type of information, location, and the country of origin of the products