Preference heterogeneity and GM food in the UK

D. Rigby, Michael Burton

    Research output: Contribution to journalArticlepeer-review

    60 Citations (Scopus)


    This study uses mixed logit models to reconsider the findings of choice experiment surveys with a focus on heterogeneity among consumers. The motivation is that these techniques allow the researcher to segment the market better. This is critical because it is not the average attitude or preference that is important, but the size of the groups who will be prepared to accept the product under certain circumstances. The causes of heterogeneity within the sample are investigated and the proportions of consumers willing to buy GM foods at various discounts are simulated.
    Original languageEnglish
    Pages (from-to)269-288
    JournalEuropean Review of Agricultural Economics
    Issue number2
    Publication statusPublished - 2005


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