Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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The Effects on Information Types of GMO for Consumers' Value Perception

GMO 정보 전달 방식이 소비자의 가치 인식에 미치는 영향

  • 유병덕 (이시도르 지속가능연구소) ;
  • 이수린 (단국대학교 환경자원경제학과) ;
  • 양성범 (단국대학교 환경자원경제학과)
  • Received : 2023.09.12
  • Accepted : 2023.10.27
  • Published : 2023.11.30
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Abstract

GMO labeling system in South Korea stipulates three labeling methods: GMO labeling, no labeling and Non-GMO labeling. Products labeled as Non-GMO are not allowed for unintentional commingling of GMO without tolerance. However, consumers vary their acceptance of Non-GMO label on the unintentionally commingled products and willingness to pay according to the mixing rate, rather than devalue the whole products as useless. Additionally, consumers do not believe that the acceptable mixing rate should be discriminated between non-labeled products, which allow up to 3% of unintentional GMO contamination, and Non-GMO labeled products. Information on unintentional GMO mixing mainly refers to the mixing rate, but the Non-GMO content remaining even after commingling is also important information. The decline in value is alleviated when consumers are exposed to positive information, such as Non-GMO content, rather than when exposed to negative information, such as the mixing rate. Loss Aversion Coefficient is relative depending on whether the information representing the loss is positive or negative. Information that a Non-GMO labeled product contains X% GMO is more sensitive than information that (100-X)% Non-GMO remains.

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