Fig. 1.

Overview of consumer acceptance studies on Golden Rice.

Source: Own development, based on a systematic review, updated with recent literature (De Steur et al., 2015; Zheng et al., 2018). Note: Acceptance represents the share of consumers with a positive attitude towards Golden Rice. Purchase intention is measured through the share of consumers with an intention to purchase Golden Rice if it were available. Willingness-to-pay represents consumers' perceived added-value of Golden Rice relative to conventional rice. It is measured as the mean price premium consumers would be prepared to pay for Golden Rice—if it were available—as compared to conventional rice. Ultimately, prices are determined on the market by aggregate supply and demand and, if applicable, by government subsidies, though. (For interpretation of the references to color in this figure legend, the reader is referred to the Web version of this article.)