How Do Cultural Worldviews Shape Food Technology Perceptions? Evidence from a Discrete Choice Experiment

Yang Yang and Jill Hobbs

Journal of Agricultural Economics, 2020, vol. 71, issue 2, 465-492

Abstract: Agricultural biotechnology (genetic modification) has encountered resistance from many consumers, resulting in disparate regulatory approaches across different jurisdictions. The recent advent of CRISPR‐Cas9, or gene editing, offers the potential for significant improvements in plant breeding. However, little is known currently about consumer responses to the technology. A factor often omitted from previous economic analyses of consumer acceptance of new food technologies is underlying human values or worldviews. Drawing upon cultural cognition theory and using data from a survey of Canadian consumers, we examine the influence of cultural values on food choice behaviours. Respondents’ pre‐existing cultural values are measured on two dimensions: hierarchy‐egalitarianism and individualism‐communitarianism. Choice behaviours are captured using a discrete choice experiment featuring a sliced apple product with two consumer‐oriented attributes (non‐browning and antioxidant‐enhanced) and three novel food technologies (gene editing, genetic modification, edible coating). Using a random parameters logit model with error components we find pre‐existing cultural values to be significant determinants of choice behaviours. Individuals pre‐disposed towards a hierarchical worldview are more accepting of novel food technologies, as are individuals with a communitarian worldview. While the use of gene editing results in negative marginal utilities in a food choice situation, the effect is not as large as with genetic modification, suggesting there is scope to ameliorate potentially negative reactions to the technology with value‐compatible messages.

Date: 2020
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