Navigating innovation and risk: evaluating European consumer perceptions of gene editing and pesticide use in watermelon production

Abstract Background Perceived risks associated with food production are a major concern among European consumers and strongly influence debates on sustainable agricultural practices. In particular, the adoption of precision-bred (gene-edited) crops and the use of alternative pesticide strategies raise questions about consumer acceptance and regulatory alignment. This study examines consumer perceptions of precision-bred watermelon and different pesticide strategies, including conventional pesticides, organic-certified pesticides, and zero-residue pesticides, with the aim of assessing perceived risks and implications for sustainable agriculture in Europe. Results A discrete choice experiment was conducted with 1,218 consumers from Spain, Germany, and the United Kingdom. The results show that between 22 and 27% of consumers across these countries reject precision-bred watermelon. Concerns related to gene editing and conventional pesticide use frequently overlap among consumers, indicating a broader sensitivity to production-related risks. However, conventional pesticides are generally perceived as riskier than precision breeding technologies. In addition, consumers show a stronger preference for zero-residue pesticides compared to organic-certified alternatives, suggesting that residue-related concerns play a key role in shaping preferences. Overall, acceptance levels of precision-bred crops are relatively similar across countries, despite differences in regulatory frameworks. Conclusions The findings indicate relatively stronger consumer rejection of conventional pesticide use compared with alternative technological options, suggesting potential opportunities to expand the adoption of precision breeding technologies while addressing consumer risk perceptions and sustainability objectives. From a policy perspective, promoting zero-residue pesticide strategies and reconsidering regulatory approaches to gene editing, particularly within the European Union, may help align legislation with consumer preferences and sustainability goals. This study contributes novel empirical evidence to ongoing discussions on agricultural biotechnology, pesticide reduction, and sustainable food production in Europe.