Consumer Acceptance of Gene-Edited Food: The Role of Knowledge, Trust, and Information

The research aims to assess consumer preferences and attitudes toward CRISPR applications in the food sector and estimate consumer willingness to pay for a food product developed using CRISPR technology to enhance food safety and confer health benefits. Additionally, the research assesses the impact of information provision on perceptions, attitudes and willingness to pay. Specifically, we consider the potential effect of both the nature of information provided (i.e., whether it emphasizes the differences between GM and CRISPR technology or not) and the delivery format (i.e., text versus video) used to present content-equivalent information. In this context, we also assess consumer trust in various entities or institutions to (i) provide accurate information about CRISPR and its applications in the agri-food sector and (ii) develop safe and beneficial gene editing agri-food technologies. Among the factors we investigate as potentially influencing consumer preferences and WTP are consumers’ subjective and objective knowledge of CRISPR technology, as well as its perceived benefits and risks. The food product under consideration is wheat flour developed using CRISPR gene editing to produce lower levels of the potentially carcinogenic compound acrylamide when cooked at high temperatures.