Role of Information on Consumers’ Willingness-to-pay for Genetically-modified Rice with Health Benefits: An Application to China

摘要: Despite their potential health benefits, the controversial nature surrounding use of GM technology in biofortified crops remains a subject discussion. This paper investigates role information on willingness-to-pay for folate-biofortified rice Chinese folate-deficient region. We conducted second price auctions with 252 women childbearing age, split up into two target groups based street (n = 132, non-student sample) or school 120, student sample). Notwithstanding general positive effect folate-related (i.e. content, benefits and regional situation), evidence reveals that sample is less concerned about technology. The results also provide insight serial position effects conflicting information. Whereas participants are more prone to primacy bias when receiving both negative information, an alarmist reaction observed sample. study highlights need segmented, targeted communication strategies biofortification.