GM쌀의 기술특성별 소비자 지불의사금액 추정

(Measuring Willingness to Pay for GM Rice by Characteristics)

The willingness to Pay (WTP) for GM rice by characteristics (herbicideresistance, insect-resistance, functionality-enhanced) is estimated in this paper using choice experiment. To reduce the potential for hypothetical bias, choice experiment that provides non-hypothetical situation is conducted. To measure WTP, both multinomial logit model and mixed logit model are estimated. The results show low WTP on herbicide-resistant GM rice and insect-resistant GM rice compared with WTP on functionalityenhanced rice. The results also indicate that consumers hold dual measurements on GM foods and agricultural products by their characteristics. On one side, they are reluctant to accept GM foods and on the other hand, they have positive attitudes on nutrition or functionality-enhanced GM crops. The results of this paper could contributes to government’s GM food policies and subsequent studies, also improving economic welfare of farmers and consumers.