UC Davis

This study estimates consumers' willingness to pay for specific product (quality) and process (agronomic) attributes of table grapes, including taste, texture, external appearance, and the expected number of chemical applications, and for the breeding technology used to develop the plant. Considering varietal traits, on average our survey respondents were willing to pay the highest price premiums for specific offers of improvements in table grape taste and texture, followed by external appearance and expected number of chemical applications. Considering breeding methods, on average our respondents were willing to pay a small premium for table grapes developed using conventional breeding rather than gene editing (e.g., CRISPR). Results from a latent class model identify four different groups of consumers with distinct preferences for grape quality attributes and breeding technologies. The group of consumers most likely to reject gene editing considers both genetic engineering and gene editing to be breeding technologies that produce foods that are morally unacceptable and not safe to eat.