Consumer acceptance of gene-edited non-browning bananas to reduce food waste

Bananas are among the world’s most consumed fruits but also one of the most wasted due to their quick spoilage. Gene editing now allows the development of non-browning banana varieties that reduce postharvest losses and enhance supply chain sustainability. This study investigates consumer acceptance of such gene-edited bananas in three major Asian markets—Philippines, Japan, and China—through a cross-national survey (n = 1309) that includes information treatments and behavioral predictors. We explore how food neophobia, perceived safety, and cultural cognition influence willingness to consume (WTC) and labeling preferences. Perceived safety proved to be the strongest and most consistent predictor of WTC, with a one-unit increase linked to significantly higher odds of consumption in all three countries. Food neophobia notably decreased WTC, while cultural worldviews affected attitudes more unpredictably. An information framing highlighting environmental benefits increased WTC in Japan but decreased it in China, indicating differing consumer responses to sustainability messaging. These results underscore the importance of perceived safety, targeted communication, and cultural considerations in promoting sustainable food technologies. By providing empirical evidence from three leading banana-consuming nations, this study offers policy-relevant insights into how gene-edited crops can help reduce food waste and support more resilient, sustainable food systems.