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Consumer risk perception of vitamin A deficiency and acceptance of biofortified rice in the Morogoro region of Tanzania

Author

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  • Domonko, Emmanuel S.
  • McFadden, Brandon R.
  • Mishili, Fulgence J.
  • Mullally, Conner
  • Farnsworth, Derek

Abstract

Vitamin A deficiency is still a challenge in many African countries, including Tanzania. Survey data were gathered in Tanzania to determine consumers’ risk perceptions of vitamin A deficiency (VAD) and severe visual impairment. A contingent valuation method was used and a choice experiment was conducted to measure willingness to pay (WTP) for biofortified rice, both with and without introducing genetic modification as the mechanism behind increased vitamin A content. The results indicate that the most at-risk groups, such as females and those with lower incomes, tend to underestimate the risk of VAD or do not fully understand the relationship between VAD and severe visual impairment. Furthermore, the respondents strongly preferred and were willing to pay for rice with added nutritional value.

Suggested Citation

  • Domonko, Emmanuel S. & McFadden, Brandon R. & Mishili, Fulgence J. & Mullally, Conner & Farnsworth, Derek, 2018. "Consumer risk perception of vitamin A deficiency and acceptance of biofortified rice in the Morogoro region of Tanzania," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 13(1), March.
    • Handle: RePEc:ags:afjare:273133
    DOI: 10.22004/ag.econ.273133
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    Cited by:

    1. Willy Mulimbi & Lanier Nalley & Rodolfo M. Nayga & Arya Gaduh, 2023. "Are consumers willing to pay for conservation agriculture? The case of white maize in the Democratic Republic of the Congo," Natural Resources Forum, Blackwell Publishing, vol. 47(1), pages 22-41, February.
    2. Siti Afni ANISAH & Lestari Rahayu WALUYATI & Agus Dwi NUGROHO, 2021. "Could A New Agricultural Auction Market Implement A Good Marketing Mix?," Regional Science Inquiry, Hellenic Association of Regional Scientists, vol. 0(2), pages 181-191, June.
    3. Idiaye, C.O. ; Oluwatayo, I.B. ; Obiano, N.C., 2024. "Consumer Perception and Willingness to Pay for Vitamin A Fortified Garri in Ibadan North Local Government Area of Oyo State, Nigeria," Research on World Agricultural Economy, Nan Yang Academy of Sciences Pte Ltd (NASS), vol. 5(3), September.

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