Mather, Damien; Knight, John; Holdsworth, David - In: Journal of Product & Brand Management 14 (2005) 6, pp. 387-392
Purpose – Aims to conduct research on consumer willingness to buy genetically modified (GM) foods with a price advantage and other benefits, compared with organic and ordinary types of foods, employing a robust experimental method. The importance of this increases as the volume and range of GM...