Differentiating GM technologies: South African consumer perceptions of water efficient maize for Africa

Genetically modified (GM) crops, particularly drought-tolerant varieties, offer a potential solution to food insecurity induced by climate change in South Africa. However, their acceptance has been hindered by political ambiguity and public resistance. This study focuses on South Africa, where in 2024 the Supreme Court of Appeals overturned the commercial approval of MON87460, a GM drought-tolerant maize event. MON87460 aimed to reduce yield loss during drought conditions. Despite the approval of GM crops in South Africa since 1997, public skepticism persists, with environmental groups invoking the precautionary principle to challenge the introduction of new GM varieties. Through a choice experiment with 2598 South African maize consumers, this study examines how information about the benefits of drought-tolerant GM maize influences consumer preferences vis-à-vis non-GM maize and other GM traits (herbicide and insect tolerance). Results show that when consumers are informed about the benefits of WEMA, their preference for GM-WEMA maize increases, highlighting the potential of information campaigns to improve acceptance. Our results suggest that enhancing consumer knowledge about the advantages of drought-tolerant GM maize could help facilitate its adoption. Our results underscore the need for balanced regulatory frameworks that support innovation in plant breeding while addressing public concerns about GM crops.