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Using a Discrete Choice Experiment to Elicit the Demand for a Nutritious Food: Willingness-to-Pay for Orange Maize in Rural Zambia

Author

Listed:
  • J. V. Meenakshi

    (Department of Economics, Delhi School of Economics, Delhi, India)

  • Abhijit Banerji

    (Department of Economics, Delhi School of Economics, Delhi, India)

  • Victor Manyong

    (International Institute of Tropical Agriculture)

  • Keith Tomlins

    (Natural Resources Institute, University of Greenwich)

  • Priscilla Hamukwala

    (University of Zambia)

  • Nitya Mittal

    (Department of Economics, Delhi School of Economics, Delhi, India)

Abstract

Using a discrete choice experiment, this paper estimates the willingness to pay for biofortified orange maize in rural Zambia. The study design has five treatment arms, which enable an analysis of the impact of nutrition information, comparing the use of simulated radio versus community leaders in transmitting the nutrition message, on willingness to pay, and to account for possible novelty effects in the magnitude of premiums or discounts. The estimation strategy also takes into account lexicographic preferences of a subset of our respondents. The results suggest that (a) orange maize is well liked and can compete with white maize in the absence of a nutrition campaign, (b) there is a premium for orange maize with nutrition information, and (c) the mode of nutritional-message dissemination does not have a large impact on consumer acceptance, and (d) novelty effects do not translate into higher willingness to pay for orange maize.

Suggested Citation

  • J. V. Meenakshi & Abhijit Banerji & Victor Manyong & Keith Tomlins & Priscilla Hamukwala & Nitya Mittal, 2010. "Using a Discrete Choice Experiment to Elicit the Demand for a Nutritious Food: Willingness-to-Pay for Orange Maize in Rural Zambia," Working papers 186, Centre for Development Economics, Delhi School of Economics.
    • Handle: RePEc:cde:cdewps:186
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    2. Pedersen, Line Bjørnskov & Mørkbak, Morten Raun & Scarpa, Riccardo, 2020. "Handling resolvable uncertainty from incomplete scenarios in future doctors' job choice – Probabilities vs discrete choices," Journal of choice modelling, Elsevier, vol. 34(C).
    3. Murekezi, Abdoul & Oparinde, Adewale & Birol, Ekin, 2017. "Consumer market segments for biofortified iron beans in Rwanda: Evidence from a hedonic testing study," Food Policy, Elsevier, vol. 66(C), pages 35-49.
    4. Chowdhury, Reajul & Crost, Benjamin & Hoffmann, Vivian, 2022. "Marketing fortified rice: Effects of aspirational messaging and association with free distribution," Food Policy, Elsevier, vol. 112(C).
    5. Genie, Mesfin G. & Nicoló, Antonio & Pasini, Giacomo, 2020. "The role of heterogeneity of patients’ preferences in kidney transplantation," Journal of Health Economics, Elsevier, vol. 72(C).
    6. Wu, Linhai & Liu, Pingping & Chen, Xiujuan & Hu, Wuyang & Fan, Xuesen & Chen, Yuhuan, 2020. "Decoy effect in food appearance, traceability, and price: Case of consumer preference for pork hindquarters," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 87(C).
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    8. Carrasco-Garcés, Moisés & Vásquez-Lavín, Felipe & Ponce Oliva, Roberto D. & Diaz Pincheira, Francisco & Barrientos, Manuel, 2021. "Estimating the implicit discount rate for new technology adoption of wood-burning stoves," Energy Policy, Elsevier, vol. 156(C).
    9. Belton, Cameron A. & Sugden, Robert, 2018. "Attention and novelty: An experimental investigation of order effects in multiple valuation tasks," Journal of Economic Psychology, Elsevier, vol. 67(C), pages 103-115.
    10. Katherine P. Adams & Travis J. Lybbert & Stephen A. Vosti & Emmanuel Ayifah, 2016. "Using an economic experiment to estimate willingness-to-pay for a new maternal nutrient supplement in Ghana," Agricultural Economics, International Association of Agricultural Economists, vol. 47(5), pages 581-595, September.
    11. Banerji, Abhijit & Birol, Ekin & Karandikar, Bhushana & Rampal, Jeevant, 2016. "Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India," Food Policy, Elsevier, vol. 62(C), pages 133-141.

    More about this item

    JEL classification:

    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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