Although consumers and experts often express concerns regarding the questionable business practices of direct-to-consumer (DTC) genetic testing services (e.g., reselling of consumers’ genetic data), the DTC genetic testing market keeps expanding rapidly. We employ retail fairness as our theoretical lens to address this seeming paradox and conduct a discrete choice experiment with 16 attributes to better understand consumers’ fairness perceptions of DTC genetic testing business models. Our results suggest that, while consumers perceive privacy-preserving DTC genetic testing services fairer, price is the main driver for fairness perception. We contribute to research on consumer perceptions of DTC genetic testing by investigating consumer preferences of DTC genetic testing business models and respective attributes. Further, this research contributes to knowledge about disruptive business models in healthcare and retail fairness by contextualizing the concept of retail fairness in the DTC genetic testing market. We also demonstrate how to utilize discrete choice experiments to elicit perceived fairness.

尽管消费者和专家经常对直接面向消费者 (DTC) 基因检测服务的可疑商业行为（例如，转售消费者的基因数据）表示担忧，但 DTC 基因检测市场仍在迅速扩大。我们将零售公平作为我们的理论视角来解决这个看似矛盾的问题，并进行了一项具有 16 个属性的离散选择实验，以更好地了解消费者对 DTC 基因检测商业模式的公平看法。我们的结果表明，虽然消费者认为保护隐私的 DTC 基因检测服务更公平，但价格是公平感知的主要驱动力。我们通过调查消费者对 DTC 基因检测商业模式和各自属性的偏好，为研究消费者对 DTC 基因检测的看法做出贡献。更远，这项研究通过将 DTC 基因检测市场中的零售公平概念背景化，有助于了解医疗保健和零售公平中的颠覆性商业模式。我们还演示了如何利用离散选择实验来引发感知公平。