Purpose-Based Messaging Increases Willingness to Pay for GM Soybean Oil
July 23, 2025| |
A study conducted by a researcher from Renmin University of China explored how different public messages affect the attitudes and willingness to pay (WTP) of consumers in China towards genetically modified (GM) soybean oil. The study highlights the importance of developing communication strategies to improve consumer views on GM food.
A total of 1,195 Chinese adults participated in a nationwide online survey in October 2023 across 29 provinces in China. The study found that messages emphasizing food security and purpose increased WTP, especially for domestically produced GM oils, while safety-focused messages sometimes reduced WTP.
The findings suggest that focusing on the purpose and benefits of GM technology is more effective in promoting consumer acceptance than emphasizing safety narratives. The author recommends highlighting how GM technology addresses food security and local agricultural challenges to foster trust and support among consumers.
For more information, read and download the study from AgEcon.
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