This study aims to assess how French consumers evaluate the traditional but unfamiliar camelina oil, focusing on liking scores and willingness to pay (WTP) through sensory perception and information disclosure. In a controlled lab experiment (n = 132, Dijon, France), participants first blind-tasted camelina oil, with half of them evaluating extra virgin olive oil under similar conditions for comparison. After this blind step, stepwise information disclosure on product identity, health and environmental benefits, and possible gene-editing (GE) improvements was proposed.
First, the blind tasting showed that 35 % of consumers disliked the camelina oil, while 45 % liked it. The correlations between liking scores and WTP are positive but relatively weak, particularly for the camelina oil, which had been previously seen in stores by only 12 % of participants.
Second, information disclosure had a significant impact on WTP. (1) The identification of organic camelina oil led to a significant increase in WTP, while a similar disclosure for extra virgin olive oil had no effect. Additional messages about (2) the benefits of the camelina oil for human health and the environment led to significant increases in WTP. Conversely, (3) GE information reduced WTP for 46.2 % of participants, despite being framed with positive outcomes. These findings highlight the importance of targeted messages in promoting novel, sustainable food products and underline the need to address consumer concerns regarding biotechnology.