Based on survey data collected on a sample of 500 Italian consumers, this paperevaluates the consumer’s attitude towards foods obtained from the application ofbiotechnologies and foods labeled as “GM free”. Results from the application ofprobit models shows that the probability to purchase GM products is lower forindividuals more adverse to risk, older, with higher education and less confident ininstitutional guarantees. Willingness to Pay for GM free products is positivelyrelated to information, risk aversion, age, trust in institutional environment,negatively to the degree of agreement with the application of biotechnologies.
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