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Are consumers in developing countries willing to pay more for micronutrient-dense biofortified foods? Evidence from a field experiment in Uganda

Are consumers in developing countries willing to pay more for micronutrient-dense biofortified foods? Evidence from a field experiment in Uganda

Chowdhury, Shyamal, Meenakshi, J.V., Tomlins, Keith I. and Owori, Constance (2011) Are consumers in developing countries willing to pay more for micronutrient-dense biofortified foods? Evidence from a field experiment in Uganda. American Journal of Agricultural Economics, 93 (1). pp. 83-97. ISSN 0002-9092 (Print), 1467-8276 (Online) (doi:10.1093/ajae/aaq121)

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Abstract

Vitamin A deficiency is a major health problem in Africa and in many other developing countries. Biofortified staple crops that are high in pro-vitamin A have the potential to reduce the prevalence of vitamin A deficiency. Using a choice experiment with the real product in Uganda, we quantify the magnitude of the premium or discount in consumers’ willingness-to-pay (WTP) that may be associated with it. Results suggest that taste plays an important role in consumer acceptance, and the provision of nutrition information does translate into substantial premiums for the biofortified variety. There is a substantial hypothetical bias in the WTP for the new varieties, and while cheap talk mitigates this bias, it does not eliminate it.

Item Type: Article
Additional Information: [1] First published online: January 10, 2011. [2] Published in print: January 2011. [3] Published as: American Journal of Agricultural Economics, (2011), Vol. 93, (1), pp. 83-97. [4] The American Journal of Agricultural Economics is published on behalf of Agricultural and Applied Economics Association.
Uncontrolled Keywords: cheap talk, choice experiments, hypothetical bias, nutrition
Subjects: S Agriculture > S Agriculture (General)
Faculty / Department / Research Group: Faculty of Engineering & Science > Natural Resources Institute
Faculty of Engineering & Science > Natural Resources Institute > Food & Markets Department
Related URLs:
Last Modified: 02 Jul 2013 14:50
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/7584

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