Abstract This study investigates consumer preferences for two emerging food waste reduction technologies – gene editing and all-natural spray coating – applied to apples. Using a discrete choice experiment with a nationally representative sample of U. S. consumers (n = 413), we estimate willingness to pay for gene-edited apples, spray-coated apples, and untreated apples. A generalized mixed logit model in willingness to pay space reveals that consumers exhibit the highest WTP for gene-edited apples (2. 45/lb), followed by spray-coated apples (2. 37/lb), with untreated apples valued least (1. 79/lb). Latent Class Analysis identifies three consumer segments: Price-Sensitive Skeptics, Sustainability-Oriented Consumers, and Selective Technology Adopters. Sustainability-Oriented Consumers showed the strongest support for both technologies, while Selective Technology Adopters displayed a clear preference for gene editing. Behavioral attitudes, rather than demographic variables, were the main drivers of segmentation. These findings suggest that tailored marketing strategies and policy interventions, including sustainability messaging, pricing incentives, and educational outreach, can support the adoption of food waste-reducing technologies. Overall, consumers are receptive to both gene-edited and spray-coated apples, though concerns about biotechnology and price sensitivity remain. Results offer insights for producers, retailers, and regulators aiming to enhance fresh produce sustainability and reduce food waste along the supply chain.
Clouthier et al. (2026) studied this question.