Technical Working Paper 01-101

Consumer Response to Genetically Modified Food Products in Japan, J. McCluskey, H. Ouchi, K. Grismrud, and T. Wahl September 2001

Abstract

In Japan, a large U.S. export market, there has been growing public opposition against genetically modified (GM) foods. We estimate willingness to pay for GM-free food product and analyze factors that induce Japanese consumers to choose GM-free food products. The results suggest that Seikyou (consumer cooperative) customers in Japan are willing to purchase GM noodles with a 60 percent discount and GM tofu with a 62 percent discount. Finally, we analyze factors that affect self-reported risk perceptions associated with GM foods.