Willingness of Japanese people in their 20s, 30s and 40s to pay for genetically modified foods

The application of genetically modified (GM) technology to food products has increased worldwide. The adaptation has extended to conventional grains and animal products, such as salmon. However, in Japan, the publics acceptance of GM foods is low and experts and policymakers need to know the publics preference for various types of GM foods. Therefore, this study aims to clarify and compare the preferences for various GM foods among Japanese people in their 20s, 30s, and 40s, using the Willingness-to-pay (WTP) indicator. An online survey with 1122 valid responses from people in their 20s-40s was used for analysis. The results showed that the percentages of willingness to purchase various items were as follows - GM blue roses (n = 628; 56%), tomatoes fertilized with GM oil cake (n = 519; 46.3%), potato chips made from GM potatoes (n = 489; 43.6%), chicken thighs fed on GM corn (n = 472; 42.1%), corn flakes made from GM corn (n = 471; 42.0%), GM apples (n = 420; 37.4%), wine brewed with GM yeast (n = 416; 37.1%), GM tomatoes (n = 408; 36.4%), GM chicken thighs (n = 360; 32.1%), GM salmon (n = 349; 31.1%). Comparing the WTP discount rates for animal and plant foods, it was around 20% for animal products (GM chicken thighs = 17.8% and GM salmon = 19.5%), and 15-35% for plant foods (GM corn flakes = 24.1%, GM tomatoes = 17.2%, GM potato chips = 16.4%, GM yeast wine = 36.7%, GM apples = 25.3%). The WTP discount rates were 11.9% for tomatoes fertilized with GM oil cake compared with 17.2% for GM tomatoes, and 21.5% for GM-fed animal products compared with 17.8% for chicken thighs fed with GM corn. Therefore, the WTP values of GM animal foods were lower than GM plant foods and ornamental products.