![](/sites/default/files/styles/news_header_xxl/public/img/youngju-kim-GMO-labelling-NEOMA-fev22.jpg?itok=TfHwpOPq) [ Our Research ](https://neoma-bs.com/neoma-s-world?cat=our-research) [ Sustainable development ](https://neoma-bs.com/neoma-s-world?tags=sustainable-development) { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://neoma-bs.com/" }, { "@type": "ListItem", "position": 2, "name": "NEOMA\u2019s\u0020world", "item": "https://neoma-bs.com/neoma-s-world" }, { "@type": "ListItem", "position": 3, "name": "Mandatory\u0020Versus\u0020Voluntary\u0020GMO\u0020Labelling\u003A\u0020Does\u0020It\u0020Matter\u003F\u0020Yes.", "item": "https://neoma-bs.com/node/6618.md" } ] } - [Home](https://neoma-bs.com/) - [NEOMA’s world](https://neoma-bs.com/neoma-s-world) - Mandatory Versus Voluntary GMO Labelling: Does It Matter? Yes. # Mandatory versus voluntary GMO labelling: Does it matter? Yes. Published on 17/02/2022 [ View profile on Facebook](https://www.facebook.com/sharer.php?u=https://neoma-bs.com/news/mandatory-versus-voluntary-gmo-labelling-does-it-matter-yes) [ View profile on X-twitter](https://twitter.com/intent/tweet?urlhttps://neoma-bs.com/news/mandatory-versus-voluntary-gmo-labelling-does-it-matter-yes) [ View profile on Linkedin](https://linkedin.com/shareArticle?url=https://neoma-bs.com/news/mandatory-versus-voluntary-gmo-labelling-does-it-matter-yes) [ View profile on Email](mailto:?subject=https://neoma-bs.com/news/mandatory-versus-voluntary-gmo-labelling-does-it-matter-yes) [ View profile on Copy](javascript:void(0);https://neoma-bs.com/news/mandatory-versus-voluntary-gmo-labelling-does-it-matter-yes) **Genetically modified (GM) foods are widespread worldwide, but they are also controversial and subject to regulatory oversight. In** [**GMO labeling and Consumer Choice**](https://www.ama.org/2022/01/19/how-gmo-labels-affect-customer-decision-making-with-food-purchases/)**, published in the** [***Journal of Marketing***](https://www.ama.org/journal-of-marketing/)***,* Youngju Kim, professor at NEOMA and her co-authors examine how the GMO labeling that policymakers implement affects consumer choice.** Across four studies, [Youngju Kim](https://neoma-bs.com/professors/kim-youngju-2) ([NEOMA Business School, France](https://neoma-bs.com/)), SunAh Kim (Concordia University, Canada), and Neeraj Arora (University of Wisconsin-Madison, USA) found out that: *“GMO labels create vertical differentiation for many consumers by signaling that non-GM products are better than GM products.* *GMO labels draw attention away from factors such as price—making it less important—and allow firms to charge a premium for non-GM products.* *Accordingly, consumers show higher willingness-to-pay for non-GM products when a GMO label is present.* *Even a voluntary GMO labeling policy deserves regulatory scrutiny because it causes a decrease in demand for GM products.* *A mandatory GMO labeling policy shrinks the demand for GM products even more.* *The signal contained in the GMO logo (e.g., color) also plays a critical role in consumers’ perceptions of GM products*.” ## Learn more: - Read the full article on American Association of Marketing (AMA) website: [**How GMO Labels Affect Customer Decision Making with Food Purchases**](https://www.ama.org/2022/01/19/how-gmo-labels-affect-customer-decision-making-with-food-purchases/) and [press release](https://www.ama.org/2022/01/19/press-release-from-the-journal-of-marketing-how-gmo-labels-affect-customer-decision-making-with-food-purchases/). - Read research paper: [Kim Y, Kim S, Arora N. **EXPRESS: GMO Labeling Policy and Consumer Choice**. *Journal of Marketing*. February 2022](https://journals.sagepub.com/doi/10.1177/00222429211064901) ## Related news ![NEOMAresearch_LU_BEN-ABDELAZIZ_transition-eco-chacun-pour-soi_2026](/sites/default/files/styles/picture_card/public/uploaded_images/neomaresearch_lu_ben-abdelaziz_transition-eco-chacun-pour-soi_2026.png?itok=-KwDf1yt) ### [ Ecological transition: the danger of going it alone ](https://neoma-bs.com/news/ecological-transition-danger-going-it-alone) 23/06/2026 [Our Research](https://neoma-bs.com/neoma-s-world?cat=our-research) Do climate committed companies make a bigger difference? A #NEOMAresearch study indicates that the answer is no. 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Yes.", "description": "", "image": "https://neoma-bs.com/sites/default/files/img/youngju-kim-GMO-labelling-NEOMA-fev22.jpg", "publisher": { "@type": "Organization", "name": "NEOMA Business School", "logo": { "@type": "ImageObject", "url": "https://neoma-bs.com/sites/default/files/uploaded_images/neoma_logo.svg" } }, "datePublished": "2022-02-17", "dateModified": "2025-07-31" }