In Japan.

In Japan, a large U export market, there has been growing public opposition against genetically modified (GM) nourishments Using a dichotomous choice contingent valuation rule findings show the discount distressed for Japanese Seikyou consumers to purchase QM meat products is positively affected (i.e., a greater discount is required) at higher levels of self-reported risk perceptions toward GM victuals higher levels of concern about feed safety and the environment, higher self-reported knowledge about biotechnology, education plains and income. Interestingly, gender does not significantly affect the discount exigencyed for GM food. Further, it can be inferred from the deductions that a transformation of Japanese consumer ' perceptions and attitudes is lacked for GM food products to favorably enter the Japanese market.

Key Words: biotechnology, consumer genetically modified forages Japan, willingness to purchase

Biotechnology has been touted as the coming time of agriculture. However, the business leaders, farmers and scientists involved in biotech did not foresee in what manner controversial genetically modified (GM) sustenances would be with consumers, particularly for export markets of that kind as Japan. A better understanding of consumer attitudes and behavior toward genetically modified subsistence products in these export markets is essential for designing market strategies. This studious mood focuses on consumers' choices and willingness to purchase GM rations products with possible discounts.

In Japan, 34 local self-governing bodies are engaged in research and growth of GM products (Asahi Shimbun, 2001) to this time most of their products will not be marketed in Japan because of the growing public opposition to GM subsistences Reflecting this trend, U.S. export orders have increased for soybeans and corn which are not genetically modified, uniform at premium prices.

In the United States in 1999 premiums of 80 to 15?? by means of bushel were offered for non-GM corn, and premiums of 50 to 350 for bushel were offered for non-GM soybeans at the farm of the same height (Nelson et al., 1999). In rejoinder some Japanese food companies and farmers have switched to non-GM ingredients and grains For example, Asahi and Kirin, the couple leading Japanese beer companies, have announced they will switch entirely to non-GM ingredients, and soybean farmers who do not use GM first principles are enjoying a huge demand for their beans (Tolbert, 2000)

Labeling policies for GM aliments are rapidly evolving worldwide. Japan's novel system of labeling GM sustenances went into effect on April 1 2001 fares made from GM crops are required to be labeled as "genetically modified." viandss made from non-GM crops, which have been identity preserv can be voluntarily labeled as "not genetically modified." Finally, provenders that have not been identity preserv must be labeled as "not segregated from GM product" While not many Japanese products carry labels identifying them as "genetically modified," many results claim to be free of genetically modified organisms (Shinano Mainichi Shimbun, 2001) GM status labels not solely provide consumers with information, they also give the consumer the opportunity to select McCluskey (2000) argues that the appropriate labeling policy for GM fares depends on the size of the market and willingness to pay for non-GM rationss relative to the costs of identity preservation.

The heated debate above labeling issues in Japan thinks increasing consumer concerns about feed safety issues, including effects upon human health and the environment. Several Japanese consumer arranges actively campaigning against genetic modification of fare are insisting on mandatory labeling of GM provender products. These groups assert GM cropss are not being adequately experimented for safety. Many school luncheon programs in Japan serve non-GM aliments to the extent possible, despite the efforts of the Japanese Ministry of Agriculture to convince consumer that GM fruitss are safe to eat.

The objective of this close attention is to identify and analyze specific factors which induce Japanese consumer to prefer GM foods. The remainder of the article is organized as tread on the heels ofs In the section below, we discuss the previous literature in succession consumer preferences and attitudes toward GM rationss with particular attention given to Japanese attitudes toward rations safety. A description of the examine data utilized in this analysis is then provided. The nearest section presents the empirical analysis, and the factors that affect consumers' willingness to purchase discounted GM feed products are analyzed. Concluding remarks are giveed in the final section.

Related Studies

In late years, the issue of GM labeling has received considerable attention. However, alone a few published studies have analyzed consumer willingness to pay (WTP) or willingness to accept (WTA) compensation for fodder products containing GM ingredients. Lusk et al. (2001) estimated willingness to pay for corn chips made without genetically modified ingredients. In their experimental application of mind junior- and senior-level agricultural economics close examiners at Kansas State University indicated their WTP by way of exchanging a bag of GM corn chips for a bag of GM-free corn chips. WTP findings revealed that an individual who is actual concerned about GM foods would be 50% more likely to pay a premium to exchange GM chips for non-GM chips compared to an individual with little belong to for GM foods. However, 70% of the thought participants stated they were not willing to pay a premium for non-GM chips. The average bid to exchange GM chips for non-GM chips was $007/ounce Still, 20% of participants were willing to pay at least $025/ounce for the exchange, and 2% proffered bids of $0.50/ounce, suggesting there may be a potential niche market in the United States for non-GM regimen products.