Investigating consumer stated preferences for orange juice: The influence of behavioral traits

This study aims to investigate consumer acceptance of gene-edited orange juice, focusing on the influence of behavioral traits. Specifically, we conducted an online survey of US orange juice consumers, using a choice experiment to elicit consumers' preferences for gene editing (GE) versus gene modification (GM) in orange juice. We find that consumers require a significantly larger discount for GM than for GE, and this preference for GE is influenced by multiple behavioral traits. We used a latent cla4ss approach to further analyze choice behavior among consumer segments. Findings indicate significant heterogeneity in preferences across consumer segments, which can be explained by behavioral traits and individual-specific characteristics.