Genetically modified and socially responsible foods : a significant relationship for consumer's preferences

The aim of the present study is to underline and syntetize a possible consumer behaviour and willingness to pay towards a particular type of genitally modified food linked to specific indications on the label about the implementation of corporate social responsibility initiatives by manufacturing companies.

Through a quantitative model on a sample of hundreds Italian families, it was possible to consider possible consumers' preferences regarding that consumption through a choice ex-periment and to verify the drivers of that purchase and preference heterogeneity across consumers' choice, and the willingness to pay, for the products with those features. Indications obtained from the relationships between the variables analyzed also form a topic for future studies and useful for companies' strategies. [Publisher's text]