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Consumer acceptance of provitamin A orange maize in rural Zambia (HarvestPlus Working Paper No.4)

Consumer acceptance of provitamin A orange maize in rural Zambia (HarvestPlus Working Paper No.4)

Meenakshi, J.V., Banerji, A., Manyong, Victor, Tomlins, Keith, Hamukwala, Priscilla, Zulu, Rodah and Mungoma, Catherine (2010) Consumer acceptance of provitamin A orange maize in rural Zambia (HarvestPlus Working Paper No.4). [Working Paper]

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This study analyzes consumer acceptance of biofortified orange maize in rural Zambia by eliciting consumers’ willingness to pay. It attempts to examine the impact of nutrition information, comparing the use of simulated radio versus community leaders in transmitting the nutrition message, on consumer acceptance. Finally, it assesses whether product experience in a home-use setting influences the magnitude of premiums or discounts. The results suggest that (a) the negative perception of yellow maize does not affect orange maize which is well liked, (b) there is a premium for orange maize with nutrition information, (c) the mode of nutritional-message dissemination does not have a large impact on consumer acceptance, and (d) product experience does not translate into lower willingness to pay for orange maize.

Item Type: Working Paper
Additional Information: [1] Copyright © 2014 International Food Policy Research Institute. IFPRI holds the copyright to its publications and Web pages but encourages duplication of these materials for noncommercial purposes. Proper citation is requested and prohibits modification of these materials. Permission to make digital or hard copies of part or all of this work for personal or classroom use is hereby granted without fee and without a formal request provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and full citation on the first page. Copyright for components not owned by IFPRI must be honored and permission pursued with the owner of the information. To copy otherwise, to republish, to post on servers, or to redistribute to lists, requires prior specific permission. [2] HarvestPlus Working Papers contain preliminary material and research results that have been reviewed by at least one external reviewer. They are circulated in order to stimulate discussion and critical comment. Copyright © 2010, HarvestPlus. All rights reserved. Sections of this material may be reproduced for personal and not-for-profit use without the express written permission of, but with acknowledgment to, HarvestPlus. [2] HarvestPlus is a global alliance of research institutions and implementing agencies that have come together to breed and disseminate biofortified crops for better nutrition. HarvestPlus is coordinated by the International Center for Tropical Agriculture (CIAT) and the International Food Policy Research Institute (IFPRI). HarvestPlus is an initiative of the Consultative Group on International Agricultural Research (CGIAR).
Uncontrolled Keywords: consumer acceptance, provitamin A, orange maize, Zambia, HarvestPlus
Subjects: S Agriculture > S Agriculture (General)
Faculty / School / Research Centre / Research Group: Faculty of Engineering & Science > Natural Resources Institute
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Last Modified: 06 Aug 2014 14:05

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