REECAP 7th Annual Meeting

Process vs. Product : the influence of different labelling scenarios on consumer’s purchase intention for NGTs

Not scheduled

20m

German Centre for Integrative Biodiversity Research (iDiv) Halle-Jena-Leipzig

Applications of experimental methods to agricultural and agri-environmental themes Session Block

Speaker

Mirta Casati (Università Cattolica del Sacro Cuore)

Description

Motivation and Research Question
There is ongoing debate about the optimal labeling strategy for introducing NGTs to the market. This study addresses this gap by investigating how different labeling scenarios affect consumer acceptance of NGTs, using a between-subjects experiment. We compare process-based labeling (describing production methods) and product-based labeling (highlighting product innovations and benefits). Additionally, we assess the impact of label placement—front-of-pack (FOP) vs. back-of-pack (BOP)—on consumer preferences.
We address the following research questions: (i) Does consumers purchase intention differ on the basis of the labeling formats used (process versus product labelling)? (ii) Does consumer purchase intention change if different types of information about the biotechnology process is presented on the FOP or BOP?
Methods
We conducted an online survey with 8,808 consumers from Germany and Spain. After completing demographic questions, participants were randomly assigned to one of 11 experimental conditions, each featuring a can of chopped tomatoes with a different label. They were then asked to indicate their purchase intention for the product. All cans displayed identical baseline information. Treatments followed a sequential design: starting with a conventional product, we tested ‘Reduced pesticide use’ (environmental benefit) and ‘Organic’ (benchmark), then added GMO and NGT attributes, varying their placement (BOP vs. FOP + BOP). Finally, we combined ‘Reduced pesticide use’ with biotech attributes. We estimated the impact of the different labeling conditions on consumers' purchase intention by calculating the average treatment effect (ATE) using full regression adjustment (FRA) comparing Germany and Spain, as well as younger and older participants (18-34 vs. 34-75 years old).
Results and Lessons Learned (for the design of agri-environmental policies)
Labeling products as GMOs or NGTs on the BOP significantly reduces purchase intention in both countries, especially among older consumers, with little difference between labels. An NGT label may not improve sales under mandatory rules that group both. Biotech labels on the FOP lower purchase intention further, hitting GMOs harder. However, adding an environmental claim on the front helps offset the negative impact of an NGT label, suggesting it’s more easily mitigated than GMOs. Younger consumers are slightly more open to NGTs, experiencing a smaller drop in purchase intention but remaining largely indifferent to eco-claims. Despite potential sustainability benefits, NGTs are still less favored than conventional products. While eco-friendly messaging may justify offering NGTs, it may not boost sales enough for retailers to stock them, risking the same EU resistance GMOs have faced.