This paper assesses consumers’ acceptance of nutritionally enhanced vegetables using a series of auction experiments administered to a random sample of adult consumers. Evidence suggests that consumers are willing to pay significantly more for fresh produce with labels signaling enhanced...

Most studies utilizing experimental auction mechanisms to elicit consumers’ willingness to pay are designed to avoid potential substitution or demand-curve effects that may influence bid prices. However, previous research and auction designs have not considered the potential impact on bid...

Replaced with revised version of paper 07/22/08.

Early GM traits were obtained by transferring genes across species, largely from soil bacteria. Part of the consumer resistance to them has been their transgenic nature. Recently, breakthroughs have occurred using intragenic bioengineering where genes are moved long distances within a specie,...