Consumer acceptance and valuation of quality‐improved food products derived by genome editing technology. A case study of rice in Vietnam

Unlike genetic modification, genome editing (GE) technologies can be used to yield transgene‐free outcomes, which is an important aspect in promoting consumer acceptance of GE foods. In addition, with the advent of the clustered regularly interspaced short palindromic repeats/Cas9 (CRISPR/Cas9) system, which is known to be exceptional among genome editing tools, GE has numerous potential applications in plant breeding technology to create diverse desirable traits, especially consumer‐targeted traits such as improved product quality and nutrition. It is expected that the GE foods market will overtake that of genetically modified (GM) foods. Although few GE products have been introduced to the market, some studies have already evaluated consumer acceptance and valuation of GE foods in comparison with GM and conventional foods. However, these studies mainly focused on traits relevant to cultivation efficiency and ignored consumer preferences for desirable traits. Further, it has been shown that consumers evaluate GE foods somewhat higher than GM foods; yet, as observed for GM foods, consumers expect a discounted price for GE foods. GE application for consumer‐targeted traits could, however, have a potentially positive effect on consumer acceptance. This study was conducted to evaluate consumer acceptance and valuation of quality‐improved consumer‐targeted GE products. We defined the determinants and estimated the willingness to pay a price premium for GE rice compared to GM and conventional rice by using the double‐bounded contingent valuation method under different information treatments. The survey was conducted in Vietnam, where consumers have not been exposed to information regarding GE via social media that could lead to a biased perspective. This context is ideal for investigating the effect of information provision during the introductory stage of GE products to the market. Our main findings suggest that consumers will widely accept quality‐improved GE foods targeted at consumer preferences, as well as the positive influence of in‐depth information provision on potential consumer acceptance. [EconLit Citations: Q10: Agriculture: General].