Willingness to Accept and Purchase Modified Rice with High Folate Content

Neural-Tube Defects, the most common congenital malformation, is closely related to low maternal folate intake. As the Chinese Shanxi Province has one of the highest prevalence rates of Neural-Tube Defects, folate fortification of rice is an excellent alternative to low intake of folate acid pills. This paper analyses the relations between socio-demographic indicators, knowledge, consumer perceptions, willingness-to-accept and willingness-to-pay genetically modified rice in Shanxi Province. Using standardised questionnaires the survey compromises 944 interviews with Shanxi rice consumers. Multivariate analyses consist of multinomial logistic regression, multiple regression and cluster analysis. The results indicate that consumers generally are willing to accept GM rice, with an acceptance rate of 62,2 %. Acceptance is influenced by objective knowledge and consumer’ perceptions on benefits and risks, while willingness-to-pay GM rice is determined by objective knowledge, risk perception and acceptance. Cluster analysis reveals a three cluster segmentation into three clusters: enthusiasts (14,2 %), opponents (44,6 %) and cautious (41,2 %). The enthusiasts are characterized by significantly more objective knowledge and a more positive perception towards safety, benefits and risks. The opponents have lower objective knowledge and less positive safety and risk perceptions, while cautious consumers perceive benefits and price impact more negative. Significantly more enthusiasts accept GM rice and are more willing to pay for it than opponents. The cautious are significantly more indifferent and have an intermediate position about purchase intention. Communication towards the use of GM rice should target mainly on improving knowledge and consumers’ perceptions, and in particular towards the opponents.