Title: How negative product attributes alter consumer perceptions of folate biofortified rice in a high risk region of China

Authors: Hans De Steur; Dieter Blancquaert; Xavier Gellynck; Sergei Storozhenko; Ge Liqun; Willy Lambert; Dominique Van Der Straeten; Jacques Viaene

Addresses: Faculty of Bioscience Engineering, Department of Agricultural Economics, Ghent University, Coupure Links 653, B-9000 Ghent, Belgium ' Laboratory of Functional Plant Biology, Department of Physiology, Ghent University, K.L. Ledeganckstraat 35, B-9000 Ghent, Belgium ' Faculty of Bioscience Engineering, Department of Agricultural Economics, Ghent University, Coupure Links 653, B-9000 Ghent, Belgium ' Laboratory of Functional Plant Biology, Department of Physiology, Ghent University, K.L. Ledeganckstraat 35, B-9000 Ghent, Belgium ' Rural Economy Research Institute, Liaoning Academy of Agricultural Sciences, Dongling Road, 84, Dongling District, 110161 Shenyang, Liaoning, China ' Laboratory of Toxicology, Department of Bioanalysis, Ghent University, Harelbekestraat 72, B-9000 Ghent, Belgium ' Laboratory of Functional Plant Biology, Department of Physiology, Ghent University, K.L. Ledeganckstraat 35, B-9000 Ghent, Belgium ' Faculty of Bioscience Engineering, Department of Agricultural Economics, Ghent University, Coupure Links 653, B-9000 Ghent, Belgium

Abstract: Folate biofortified rice is recently developed as a future strategy to reduce folate deficiency, particularly in poor, rural high risk regions, like Shanxi Province. Although 62% of rice consumers in this Chinese region are likely to accept this GM product, biofortification could negatively change product attributes, which may hamper acceptance. The results of this ex-ante evaluation show that when the taste, the environmental impact or the price of folate biofortified rice would be negatively altered, the initial acceptance rate would be more or less halved. Based on a survey with 588 consumers, four different segments could be identified: 'Traditional attribute buyers' (17.9%), 'Price and availability consciousness' (20.2%), 'Intrinsic attribute buyers' (27.4%) and 'Health seekers' (34.5%). Although there is a market for folate biofortified rice in Shanxi Province, future research and development need to take into account the importance of potential attribute changes to further ensure the acceptance rate.

Keywords: biofortification; genetic modification; GM crops; genetic modified crops; folate biofortified rice; folate deficiency; neural-tube defects; rice attributes; consumer acceptance; China; product attributes; consumer perceptions; poor areas; rural areas; high risk areas; poverty; taste; environmental impact; food prices.

DOI: 10.1504/IJBT.2013.059256

International Journal of Biotechnology, 2013 Vol.12 No.4, pp.269 - 287

Accepted: 28 Jan 2013
Published online: 26 Jul 2014 *

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