10 pages, Biotechnology use in food production has been a polarizing topic that has encountered resistance from some consumers. The discovery of genome editing biotechnology, in which no foreign genetic material is introduced into the host organism while making accurate and efficient changes in genomes, has the potential to revolutionize food biotechnology in a more socially acceptable and less polarizing fashion. The success and adoption of gene-edited foods, however, ultimately depends on consumer acceptance. This study reports the results of a geographically disperse Chinese consumer acceptance study (n = 835) in which individuals evaluated rice and pork products that were bio-engineered to address two significant hazards that have recently garnered international attention: cadmium contamination in rice and African swine fever. We explore the role that food technology neophobia has on consumer acceptance and assess how information on the differences between transgenic and gene editing technologies affects consumer preferences. While averse to the use of biotechnology in food products, consumers were considerably more accepting of products that have undergone genome editing rather than transgenic modification. We find differential impacts of information provision on preferences between pork and rice products and on preferences for product provenance. Our analysis indicates that a reduction in consumers’ fear of novel food technologies can substantially increase consumer valuation and market acceptance of bioengineered food products and reinforces the need to consider attitudes in measuring acceptance of novel food products.
