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

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.