Consumer Attitudes toward the Use of Gene Technology in Breakfast Products: Comparison between College Students from the U.S. and China

Nanying Wang, Jack E. Houston, Gregory Colson, Zimin Liu


Second-generation Genetically Modified (GM) crops are associated with consumer-oriented benefits such as improvement of nutritional quality. Given such an evolving market environment, this paper presents differences in consumer preferences and valuations for genetically modified breakfast grain products. The perception of consumers from a developing country, China, is discussed and compared to attitudes in a developed country, the U.S. The survey results reveal that there are notable differences in the attitude and perception of college students across these two countries. Purchase intent for GM foods was low, unless a benefit was promised, and some modifications are viewed more positively than others. Overall, it appears that GM foods may be acceptable in the U.S. and Chinese market. The findings in this study have potential implications for establishing various GM marketing strategies and information campaigns.


College Students, Genetic Modification, Staple Food Products, Willingness to Pay

Full Text:




  • There are currently no refbacks.

Copyright (c) 2015

Journal of Food Research   ISSN 1927-0887 (Print)   ISSN 1927-0895 (Online)  E-mail:

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.