Trade-offs exist among many food, nutrition and health goals. Further, lack of good, scientific information about risks, how consumers understand and consider risks, and how consumers synthesize information communicated about risk, have led consumers to view risks associated with some GM products as unacceptable. The analysis will identify the determinants of consumer acceptance of different GM products as well as meats that are produced using GM feeds. Product attributes of interest will include perceived health benefit, product safety or perceived risk of GM attributes, potential environmental impacts of the GM technology, and potential economic welfare impacts to consumers. The plan is to develop a model of consumer demand under uncertainty and consumer choice when there is ambiguity about the risks.
Ambiguity is defined as uncertainty about the probability of an outcome.