AbstractGenetically modified foods have traditionally been marketed as having direct industry benefits. Whereas, consumer benefits of genetically modified foods have been largely indirect, through price reduction. This study explores the marginal effects of differing value propositions on consumers’ acceptance and willingness to pay for genetically modified foods among Canadians. Consumers’ exposure to genetically food advertisements with industry-oriented benefits lowered both purchase intention and willingness to pay for genetically modified food. Consumers’ exposure to non-genetically modified food advertisements with direct consumer benefits increased both purchase intention and willingness to pay. Most noteworthy, consumers’ exposure to genetically modified food advertisements with both direct consumer benefits and industry-oriented benefits increased their willingness to pay. These findings provide insight into the future of successful genetically modified food marketing.
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