INTRODUCING FOODS PRODUCED USING BIOTECHNOLOGY: THE CASE OF BOVINE SOMATOTROPIN

Abstract

A mailed questionnaire was used to assess consumer concerns and potential consumption response attributable to the introduction of bovine somatotropin (bST). Responses from 605 households in Virginia are described and analyzed. Logit models were estimated to identify which issues shape consumersÂ’ decisions to alter milk purchases contingent on the introduction of bST and to determine whether socioeconomic characteristics explain consumersÂ’ attitudes toward these issues. Estimates based on survey responses point toward sizable reductions in fluid milk purchases if bST is introduced. Large retail price reductions are predicted to be insufficient to offset these estimated decreases. Consumer education and marketing strategies are discussed.Food Consumption/Nutrition/Food Safety, Research and Development/Tech Change/Emerging Technologies,