Employing contingent valuation method (CVM), the study explores whether or not consumers risk/benefit beliefs and knowledge about GM foods affect their behavior as measured by willingness to pay (WTP) a premium for GM beef with benefits. The results demonstrate that risk/benefit perceptions play...

Results from continuous tracking of consumer confidence and media coverage of food safety events over a 67 week period between May 2008 and August 2009 are reported. An ordered probit model is used to test the hypothesis that media coverage of food safety events affects consumer confidence in...

A series of recent and serious food safety incidents have generated a national debate over the significant costs that they impose on various stakeholders - consumers, industry, or the government. This paper examines the impact of media coverage of food safety and defense issues on consumer...