Market simulations of consumer preferences for the introduction of GM tomatoes

Labeling of genetically modified (GM) foods has increasingly become a topic at the consumer and policymaker level. Using an online survey that included conjoint analysis experiment, preference for GM labeling on both fresh tomatoes tomato plants was evaluated. Retailer (farmers market, grocery stores, mass merchandisers) sales quantity sold were simulated to examine impact introducing as well certified labeling. Results indicate retailers can increase revenues via price increases associated with introduction