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Abstract

Two methods of addressing consumer concerns regarding the use of genetically modified foods are evaluated using conjoint analysis - the use of a familiar brand and government certification. In one survey, consumers were asked to rate hypothetical products based on brand, price, and production technology attributes. In a second survey, consumers rated hypothetical products that included government certification, price, and production technology attributes. Both the individual and aggregate results indicate that government certification would be more effective at assuaging consumers concerns than would the use of a familiar brand, although a familiar brand was sufficient to address consumer concerns for a significant number of respondents. The analysis also indicated that different factors are associated with strong consumer preferences for a familiar brand and government certification.

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