Consumer preferences for genetically engineered foods in Nigeria: does process information matter?

Abstract Consumers in many low-income settings, particularly in sub-Saharan Africa, face chronic micronutrient deficiencies. Novel food technologies, such as genetic engineering, could help mitigate this challenge, but consumer acceptance remains uncertain. Evidence suggests information provision may influence acceptance, though findings differ across regions. This study investigates how information on genetic engineering processes influences consumer preferences for biofortified cassava product (‘gari’) in Nigeria. Using a discrete choice experiment with randomized treatments, respondents received either information on health benefits or health benefits and scientific processes behind conventional breeding, genetic modification, and gene editing. Results from mixed logit models, accounting for attribute non-attendance, show that consumers are willing to pay more for enhanced nutrition, but process information increased aversion to genetic modification and gene editing. Importantly, information reduced attribute non-attendance behaviour. We discuss implications for adoption and market prospects.