How do consumers respond to labels for crispr (gene-editing)?

Abstract

Although it is accepted that communication about biotechnology influences consumers' willingness to pay for food produced using genetic engineering technology, communication on subjects such as genetic technology is complex. With more ways to communicate with consumers following the rise of media, especially social media, providing such complex information is feasible. This paper delivers actionable policy recommendations based on the effect of different information delivery methods on consumers' preference for orange juice produced using different production methods. Our results suggest that consumers have less knowledge of CRISPR (gene-editing) technology than GM (genetic modification) technology. Communication through infographics and video led to larger changes in willingness to pay than through text descriptions (which are often used in survey research). In general, providing information about the types of biotechnology helps consumers differentiate between the two technologies. With more information, consumers are willing to pay more for CRISPR orange juice than GM orange juice. The results suggest institutions and policy-makers use infographic information to better communicate with consumers. Researchers should also consider the potential effects of communication methods for information treatments in choice experiments.