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Abstract
Consumer acceptance is a determining factor for the profitability and the development potential of GM food. Therefore, using the example of rapeseed-oil this paper investigates German consumers' acceptance towards GM food using a discrete-choice-experiment and latent class analysis. It was possible to identify three different consumer segments. The first cluster comprises consumers who set special value on organically produced food products, while for the second group of respondents cheap prices are the most decisive purchase criterion. The third segment of consumers prefers GM rapeseed-oil with associated health benefits. Furthermore, the defined consumer groups differ in terms of attitudinal variables.