2023
DOI: 10.1002/jaa2.91
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Investigating consumer stated preferences for orange juice: The influence of behavioral traits

Glory E. Orivri,
Bachir Kassas,
John Lai
et al.

Abstract: This study aims to investigate consumer acceptance of gene‐edited orange juice, focusing on the influence of behavioral traits. Specifically, we conducted an online survey of US orange juice consumers, using a choice experiment to elicit consumers' preferences for gene editing (GE) versus gene modification (GM) in orange juice. We find that consumers require a significantly larger discount for GM than for GE, and this preference for GE is influenced by multiple behavioral traits. We used a latent cla4ss approa… Show more

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