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Information, Branding, Certification, and Consumer Willingness to Pay for High-Iron Pearl Millet: Experimental Evidence from Maharashtra, India

Author

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  • Banerji, Abhijit
  • Birol, Ekin
  • Karandikar, Bhushana
  • Rampal, Jeevant

Abstract

In this paper we use sensory evaluation methods and Becker-DeGroot-Marschak mechanism to estimate consumer demand for biofortified high-iron pearl millet (HIPM) in Maharashtra, India. Unlike biofortification with provitamin A, biofortification with iron and zinc, does not change the color of the biofortified crop. Therefore, we test the impact of both nutrition information, and branding and certification, as well as the nature of the brand and of the certifying authority (state level versus international), on consumer demand for HIPM. We find that even in the absence of nutrition information, consumers assign a small but significant premium to the HIPM variety relative to the local variety. This is consistent with consumers’ more favorable rating of the sensory characteristics of the high-iron variety. Nutrition information on the health benefits of HIPM increases this premium substantially, and regression analysis reveals that consumers prefer international branding and certification authority to their state-level counterparts.

Suggested Citation

  • Banerji, Abhijit & Birol, Ekin & Karandikar, Bhushana & Rampal, Jeevant, 2015. "Information, Branding, Certification, and Consumer Willingness to Pay for High-Iron Pearl Millet: Experimental Evidence from Maharashtra, India," 2015 Conference, August 9-14, 2015, Milan, Italy 211346, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae15:211346
    DOI: 10.22004/ag.econ.211346
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    References listed on IDEAS

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    1. Banerji, A. & Chowdhury, Shyamal K. & de Groote, Hugo & Meenakshi, Jonnalagadda V. & Haleegoah, Joyce & Ewoo, Manfred, 2013. "Using elicitation mechanisms to estimate the demand for nutritious maize: Evidence from experiments in rural Ghana," HarvestPlus working papers 10, International Food Policy Research Institute (IFPRI).
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    1. Salomón Pérez & Adewale Oparinde & Ekin Birol & Carolina Gonzalez & Manfred Zeller, 2018. "Consumer acceptance of an iron bean variety in Northwest Guatemala: the role of information and repeated messaging," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 6(1), pages 1-23, December.
    2. Herrington, Caitlin L. & Maredia, Mywish & Ortega, David L. & Taleon, Victor & Birol, Ekin & Sarkar, Abdur Rouf & Rahaman, Shajedur, 2021. "Rural Bangladeshi Consumers' Willingness to Pay for Rice with Improved Nutrition via Zinc Biofortified Rice and Decreased Milling Practices," 2021 Conference, August 17-31, 2021, Virtual 315079, International Association of Agricultural Economists.
    3. Nazli, Hina & Birol, Ekin & Asare-Marfo, Dorene & Tariq, Asjad, 2015. "Wheat Farmers' Preferences for Wheat Traits in Punjab, Pakistan: A Choice Experiment Approach," 2015 Conference, August 9-14, 2015, Milan, Italy 211352, International Association of Agricultural Economists.

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