IDEAS home Printed from
   My bibliography  Save this paper

Effect of nutritional information and sensory quality on the willingness to pay for quality protein maize - results of a field experiment in Jimma zone, Ethiopia


  • Diro, Samuel
  • De Groote, Hugo
  • Gunarata, Nilupa


Quality Protein Maize (QPM) has been fortified with lysine and tryptophan to improve the poor protein quality of conventional maize. For farmers to adopt QPM, there needs to be a market for it. This paper studies how nutritional information and sensory quality affects WTP for QPM grain, white and yellow, among rural consumers farmers in Jimma zone, Ethiopia. The study used affective tests, both central location test (CLT) and modified home-use (MHUT), and the Becker-DeGroot-Marschak (BDM) experimental auction mechanism to estimate WTP. The CLT was conducted with 192 participants, while 210 mothers with children aged 6-23 months participated in the MHUT. To analyze the effect of information on WTP, the participants were randomly assigned to two treatment groups; first group was also provided with information after the BDM, and the BDM was repeated after information was provided. The results of the affective tests preparations of white and yellow QPM were significantly more appreciated than those of their white and yellow conventional maize counterparts. The BDM mechanism results revealed that respondents were willing to pay more for QPM grain than for conventional maize. Further, nutritional information boosted bids for white and yellow QPM grain and reduced the bids of white and yellow CM grains. The main factor affecting WTP for QPM was its sensory quality. The study, finally, recommends marketers and food processors to use the QPM’s favorable sensory characteristics to penetrate in to the market and to emphasize on formal and non-formal information dissemination mechanisms for its wider adoption and dissemination.

Suggested Citation

  • Diro, Samuel & De Groote, Hugo & Gunarata, Nilupa, 2016. "Effect of nutritional information and sensory quality on the willingness to pay for quality protein maize - results of a field experiment in Jimma zone, Ethiopia," 2016 Fifth International Conference, September 23-26, 2016, Addis Ababa, Ethiopia 246979, African Association of Agricultural Economists (AAAE).
  • Handle: RePEc:ags:aaae16:246979

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Gunaratna, Nilupa S. & Groote, Hugo De & Nestel, Penelope & Pixley, Kevin V. & McCabe, George P., 2010. "A meta-analysis of community-based studies on quality protein maize," Food Policy, Elsevier, vol. 35(3), pages 202-210, June.
    2. Simon Chege Kimenju & Hugo De Groote, 2008. "Consumer willingness to pay for genetically modified food in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 38(1), pages 35-46, January.
    3. Jayson L. Lusk & Darren Hudson, 2004. "Willingness-to-Pay Estimates and Their Relevance to Agribusiness Decision Making," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 152-169.
    4. Meenakshi, J. V. & Banerji, A. & Manyong, Victor & Tomlins, Keith & Hamukwala, Priscilla & Zulu, Rodah & Mungoma, Catherine, 2010. "Consumer acceptance of provitamin A orange maize in rural Zambia:," HarvestPlus Working Papers 4, International Food Policy Research Institute (IFPRI).
    5. Kassie, Girma Tesfahun & Abdulai, Awudu & MacRobert, John F. & Abate, Tsedeke & Shiferaw, Bekele & Tarekegne, Amsal & Maleni, Debrah, 2014. "Willingness to pay for Drought Tolerance (DT) in Maize in Communal Areas of Zimbabwe," 88th Annual Conference, April 9-11, 2014, AgroParisTech, Paris, France 169747, Agricultural Economics Society.
    Full references (including those not matched with items on IDEAS)

    More about this item


    Consumer/Household Economics; Demand and Price Analysis;

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aaae16:246979. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.