Identifying Motivations for Acceptance of Cisgenic Food: Results from a Randomized Controlled Choice Experiment

European consumers have generally been reluctant to accept genetically modified food. Novel breeding technologies that avoid transgenic manipulations seem to be more positively perceived by consumers, opening new horizons on the market. This paper investigates the motivations of consumer acceptance for cisgenic products. By comparing four information treatments (i.e., basic information treatments, naturalness treatment, health, and environment treatments) we demonstrate that information on health-related benefits and, especially, on environmental benefits contribute to generate a positive communication landscape around cisgenic food. The results provide insights for the development of food policies and communication strategies aimed at increasing consumer acceptance for edited food.