Aida T. Ardebili Associate Professor, Norwegian University of Life Sciences, School of Economics and Business, P.O. Box 5003, N-1432 Ås, NorwayEmail: firstname.lastname@example.org
Kyrre Rickertsen Professor, Norwegian University of Life Sciences, School of Economics and Business, P.O. Box 5003, N-1432 Ås, NorwayEmail: email@example.com
We explored the effects of personality traits and subjective beliefs on willingness to pay (WTP) to avoid genetically modified (GM) foods using a random effects interval regression model. The personality traits were measured by the Big Five model, and the subjective beliefs were measured by a set of food values. We used data from an online survey conducted in Norway and the US. The effects of sociodemographic factors and personality traits are country specific. Most of the food values are significant in both countries. GM aversion is associated with believing that GM products are unnatural with possible negative impacts on the environment and animal welfare and unfair to farmers, processors, and retailers. Public information could focus on the potential benefits of adopting this technology for reduced pesticide use in agriculture. Adopting more liberal policies towards GM foods might also reduce the safety concerns among European consumers.
Keywords:Big Five, beliefs, consumer preferences, food values, genetic modification, personality traits, salmon.