Comparing consumers’ preferences and willingness to pay for non-GM oil using a contingent valuation approach

A contingent valuation method is used in this paper to compare Chinese and Japanese consumers’ preferences and willingness to pay for non-GM vegetable oil. An often ignored issue—the scale factor in a discrete choice model—is explicitly considered, and parameter equality for different data sets is formally tested before reaching a conclusion. Results indicate that in these two countries consumers’ attitude factors and demographic traits have significantly different effects on their purchase intentions, and on average, Japanese consumers are willing to pay a much higher premium for non-GM vegetable oil than Chinese consumers.