Environmental Sustainability and Animal Welfare Increase Appeal of GM Salmon in the US

Consumers' food preferences are vital in the success of any genetically modified (GM) or genome-edited food. AquAdvantage® salmon, the first animal GM product approved for human consumption, and its non-GM farmed and wild counterparts were the subject of a consumer perception study to provide insights into food policy development on animal GM products.

Specifically, the study aimed to estimate the consumers' willingness to pay for GM salmon in the United States (US). It also examined heterogeneity in preferences across levels of perception perceptions, knowledge, and attitudes through subgroup analyses. The key findings include:

1. US consumers value the wild-caught salmon the highest, followed by conventionally farmed, and then the GM-farmed salmon, suggesting resistance towards the GM salmon.
2. There is heterogeneity in the valuation of consumers. Generally, consumers view farmed fish as healthier or safer or are more concerned about environmental sustainability, and animal welfare issues and are more likely to accept GM-farmed salmon. Consumers with negative attitudes towards GM foods were also willing to pay less for GM-farmed salmon.
3. Consumers with concerns about environmental sustainability and animal welfare issues for wild-caught fish are more likely to accept GM-farmed salmon, supporting the sustainability certifications of GM salmon.
4. Labeling affects decision making of consumers, as consumers place different values on GM-farmed salmon, conventionally farmed salmon, and wild-caught salmon.

The results of the study draw policy implications for the competition among salmon industry players, for labeling guidelines, and sustainability certifications of GM salmon.

Read Food Quality and Preference for more details.