Heterogeneous Consumer Preferences for Nanotechnology and Genetic-modification Technology in Food Products

Chengyan Yue, Shuoli Zhao, Jennifer Kuzma

Research output: Contribution to journalArticlepeer-review

42 Scopus citations


This study investigates heterogeneous consumer preferences for nanofood and genetically-modified (GM) food and the associated benefits using the results of choice experiments with 1,117 US consumers. We employ a latent class logit model to capture the heterogeneity in consumer preferences by identifying consumer segments. Our results show that nano-food evokes fewer negative reactions compared with GM food. We identify four consumer groups: 'Price Oriented/Technology Adopters', 'Technology Averse', 'Benefit Oriented', and 'New Technology Rejecters'. Each consumer group has a distinctive demographic background, which generates deeper insights into the diversified public acceptance of nano-food and GM food. Our results have policy implications for the adoption of new food technologies.

Original languageEnglish
Pages (from-to)308-328
Number of pages21
JournalJournal of Agricultural Economics
Issue number2
StatePublished - Jun 1 2015

Bibliographical note

Publisher Copyright:
© 2014 The Agricultural Economics Society.


  • Choice experiment
  • Genetic-modification
  • Latent class models
  • Nanotechnology

ASJC Scopus subject areas

  • Agricultural and Biological Sciences (miscellaneous)
  • Economics and Econometrics


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