Role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.

Consumers' preferences for products derived from genetic improvements and innovations in plant breeding are often conditioned by technophobia and negative public imaginaries. The current study addresses this issue by analyzing consumers' monetary preferences for a win-win innovation (gener...

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Autores principales:	Massimiliano Borrello, Luigi Cembalo, Riccardo Vecchio
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/4d44875442b246f383437011607375f3
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id	oai:doaj.org-article:4d44875442b246f383437011607375f3
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spelling	oai:doaj.org-article:4d44875442b246f383437011607375f32021-12-02T20:08:57ZRole of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.1932-620310.1371/journal.pone.0255130https://doaj.org/article/4d44875442b246f383437011607375f32021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0255130https://doaj.org/toc/1932-6203Consumers' preferences for products derived from genetic improvements and innovations in plant breeding are often conditioned by technophobia and negative public imaginaries. The current study addresses this issue by analyzing consumers' monetary preferences for a win-win innovation (generating gains for both private actors and the community) in the viticulture sector, namely fungus resistant grapes (FRG). The use of these grapes reduces the quantity of chemical inputs applied to vineyards, simultaneously improving firms' economic performance. This study aimed to assess whether consumers prefer wines originating from FRG varieties to conventional wines. In particular, through an experimental online survey involving 627 Italian regular wine drinkers, the study compares individuals' willingness to pay (WTP) for conventional wines with the WTP for two FRG wines produced with two different techniques: horticultural hybridization and genome editing. The study also assesses the potential effect of polarized media coverage on preferences by testing, in a between-subjects experimental design, two diverging (positive/negative) information scenarios, and the core drivers of these preferences. The findings suggest that respondents express a premium price for horticultural FRG wines compared to conventional wines (+9.14%) and a strong discount for genome edited FRG wines (-21.13%). The results also reveal that negative information reduces consumers' WTP for horticultural FRG wines, while positive information increases their WTP for genome edited FRG wines. Last, the study highlights that individuals concerned with food sustainability issues and knowledgeable about wine are more likely to accept both FRG typologies. Overall, the study confirms the crucial role of appropriate information for market acceptance of innovations based on plant genetics to foster the adoption of sustainable pest-reducing practices in wine production.Massimiliano BorrelloLuigi CembaloRiccardo VecchioPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 7, p e0255130 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Massimiliano Borrello Luigi Cembalo Riccardo Vecchio Role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.
description	Consumers' preferences for products derived from genetic improvements and innovations in plant breeding are often conditioned by technophobia and negative public imaginaries. The current study addresses this issue by analyzing consumers' monetary preferences for a win-win innovation (generating gains for both private actors and the community) in the viticulture sector, namely fungus resistant grapes (FRG). The use of these grapes reduces the quantity of chemical inputs applied to vineyards, simultaneously improving firms' economic performance. This study aimed to assess whether consumers prefer wines originating from FRG varieties to conventional wines. In particular, through an experimental online survey involving 627 Italian regular wine drinkers, the study compares individuals' willingness to pay (WTP) for conventional wines with the WTP for two FRG wines produced with two different techniques: horticultural hybridization and genome editing. The study also assesses the potential effect of polarized media coverage on preferences by testing, in a between-subjects experimental design, two diverging (positive/negative) information scenarios, and the core drivers of these preferences. The findings suggest that respondents express a premium price for horticultural FRG wines compared to conventional wines (+9.14%) and a strong discount for genome edited FRG wines (-21.13%). The results also reveal that negative information reduces consumers' WTP for horticultural FRG wines, while positive information increases their WTP for genome edited FRG wines. Last, the study highlights that individuals concerned with food sustainability issues and knowledgeable about wine are more likely to accept both FRG typologies. Overall, the study confirms the crucial role of appropriate information for market acceptance of innovations based on plant genetics to foster the adoption of sustainable pest-reducing practices in wine production.
format	article
author	Massimiliano Borrello Luigi Cembalo Riccardo Vecchio
author_facet	Massimiliano Borrello Luigi Cembalo Riccardo Vecchio
author_sort	Massimiliano Borrello
title	Role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.
title_short	Role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.
title_full	Role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.
title_fullStr	Role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.
title_full_unstemmed	Role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.
title_sort	role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/4d44875442b246f383437011607375f3
work_keys_str_mv	AT massimilianoborrello roleofinformationinconsumerspreferencesforecosustainablegeneticimprovementsinplantbreeding AT luigicembalo roleofinformationinconsumerspreferencesforecosustainablegeneticimprovementsinplantbreeding AT riccardovecchio roleofinformationinconsumerspreferencesforecosustainablegeneticimprovementsinplantbreeding
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Role of information in consumers' preferences for eco-sustainable genetic improvements in plant breeding.

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