Understanding the Factors Driving Consumers’ Willingness to Pay for Gene-Edited Foods in China

Abstract

Gene editing contributes to enhancing food security through the creation of novel foods. However, public perception of gene-edited (GE) foods is crucial to their acceptance and adoption. This study expanded the knowledge–attitude–practice model and constructed an integrated framework comprising four dimensions: demographic factors, scientific literacy and beliefs, social trust, and perceptions of gene technology, aimed at explaining the public’s attitudes toward GE foods. A questionnaire survey was conducted (N = 649), revealing a positive attitude toward GE foods, with over 80% expressing a certain willingness to pay (WTP) for them. Factors such as income level, subjective knowledge, scientific beliefs, trust in scientists, trust in government, and trust in national technological capabilities and perceived benefits positively correlated with WTP. Conversely, objective knowledge, perceived risks, and perceived ethical concerns were negatively correlated with WTP. The impact of objective knowledge on attitudes toward GE foods demonstrated a significant, nonlinear relationship. Additionally, it is noteworthy that the Chinese public currently exhibits relatively low trust in national technological capabilities, necessitating vigilance against the emergence of conspiracy theories akin to those surrounding genetically modified foods. This research contributes theoretical insights into the public communication of GE foods.