Consumers' Responses to Front vs. Back Package GM Labels in Japan
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Shigeru Matsumoto
A number of studies show that consumers are willing to pay premiums for GM-Free foods. In this paper, we examine the effect, if any, that GM-Free messages have on product selection by the consumer. We made sample products which differed in the use of the labels and conducted two experiments: a choice experiment and a memory recall experiment. The result of our choice experiment demonstrates that the consumer who shows general concern about GM foods without relevant biotech knowledge responds to GM-Free messages on front labels. On the other hand, the result of our memory recall experiment shows that the consumer with relevant biotech knowledge uses the product information on back labels. Thus, firms can positively influence the product selection of biotech un-savvy consumers by placing GM-Free message on front labels.
©2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston
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Articles in the same Issue
- Article
- Delineating the Relevant U.S. Sweetener Markets
- Risk and Transactions Cost in Contracting: Results from a Choice-Based Experiment
- Economics of Private Labels: A Survey of Literature
- Promotion Carryover as a Missing-Data Problem
- Consumers' Responses to Front vs. Back Package GM Labels in Japan
- Strategic Public Policy Toward Agricultural Biotechnology with Externalities in Developing Countries
- Market Segmentation via Mixed Logit: Extra-Virgin Olive Oil in Urban Italy
- Proving Anti-Competitive Conduct in the U.S. Courtroom: The Plaintiff's Argument in Pickett v Tyson Fresh Meats, Inc.
- Market Conduct in the U.S. Ready-to-Eat Cereal Industry
- Revisiting the Price Effects of Rising Concentration in U.S. Food Manufacturing
- Proving Anti-Competitive Conduct in the U.S. Courtroom: The Plaintiff's Argument in Pickett v. Tyson Fresh Meats, Inc.: Comment
- Proving Anti-Competitive Conduct in the U.S. Courtroom: The Plaintiffs' Argument in Pickett v. Tyson Fresh Meats, Inc.: Response to Comment
