Consumers choose locally grown and environmentally friendly apples

When asked to compare apples to apples, consumers said they would pay more for locally grown apples than genetically modified (GMO) apples. But in a second questionnaire consumers preferred GMO apples - that is, when they were described, not as GMO, but as having a Reduced Environmental Impact. The research conducted by University of Illinois economist Michael Mazzocco and Augustana College marketing professor Nadia Novotorova demonstrated that product labeling makes a difference when it comes to consumer acceptance.

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