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Consumer acceptance of an iron bean variety in Northwest Guatemala: The role of information and repeated messaging

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  • Perez, Salomon
  • Aparinde, Adewale
  • Birol, Ekin
  • Gonzalez, Carolina
  • Zeller, Manfred

Abstract

We implement a field experiment in Guatemala to (i) evaluate consumer acceptance of organoleptic characteristics of an iron bean variety; (ii) measure consumer willingness to pay (WTP), for this iron bean variety;, (iii) investigate the role of nutrition information on consumer acceptance of the iron bean variety, and (iv) shed light on to the impact of repetition of information on consumer acceptance. We implement Home Use Testing and Becker – DeGroot-Marshak methods. Results indicate that consumers like both varieties equally, with a few differences in certain organoleptic characteristic. Although the WTP for the iron variety is higher, the difference is not statistically significant. Information plays a positive role in consumer acceptance of the iron variety but repetition of information does not have a significant impact on acceptance. These results are informative for the development and delivery of iron bean varieties for Guatemalan consumers.

Suggested Citation

  • Perez, Salomon & Aparinde, Adewale & Birol, Ekin & Gonzalez, Carolina & Zeller, Manfred, 2015. "Consumer acceptance of an iron bean variety in Northwest Guatemala: The role of information and repeated messaging," 2015 Conference, August 9-14, 2015, Milan, Italy 211354, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae15:211354
    DOI: 10.22004/ag.econ.211354
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    1. Hugo De Groote & Simon Chege Kimenju & Ulrich B. Morawetz, 2011. "Estimating consumer willingness to pay for food quality with experimental auctions: the case of yellow versus fortified maize meal in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 42(1), pages 1-16, January.
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    4. 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).
    5. 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.
    6. repec:ken:wpaper:0601 is not listed on IDEAS
    7. Oparinde, Adewale & Banerji, Abhijit & Birol, Ekin & Perez, Salomon, 2016. "Identifying hypothetical bias in experimental auctions in field settings in developing countries," 2016 Fifth International Conference, September 23-26, 2016, Addis Ababa, Ethiopia 246284, African Association of Agricultural Economists (AAAE).
    8. Smale, Melinda & Moursi, Mourad & Birol, Ekin & De Groote, Hugo, 2013. "Hybrid seed use and diversity of diets among women in smallholder maize: Growing households in Zambia," HarvestPlus working papers 12, International Food Policy Research Institute (IFPRI).
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    10. Morawetz, Ulrich B. & De Groote, Hugo & Kimenju, Simon Chege, 2011. "Improving the Use of Experimental Auctions in Africa: Theory and Evidence," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(2), pages 1-17, August.
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