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Consumer acceptance of provitamin A orange maize in rural Zambia:

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Listed:
  • Meenakshi, J. V.
  • Banerji, A.
  • Manyong, Victor
  • Tomlins, Keith
  • Hamukwala, Priscilla
  • Zulu, Rodah
  • Mungoma, Catherine

Abstract

This study analyzes consumer acceptance of biofortified orange maize in rural Zambia by eliciting consumers' willingness to pay. It attempts to examine the impact of nutrition information, comparing the use of simulated radio versus community leaders in transmitting the nutrition message, on consumer acceptance. Finally, it assesses whether product experience in a home-use setting influences the magnitude of premiums or discounts. The results suggest that (a) the negative perception of yellow maize does not affect orange maize which is well liked, (b) there is a premium for orange maize with nutrition information, (c) the mode of nutritional-message dissemination does not have a large impact on consumer acceptance, and (d) product experience does not translate into lower willingness to pay for orange maize.

Suggested Citation

  • 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).
  • Handle: RePEc:fpr:harvwp:4
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    References listed on IDEAS

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    Cited by:

    1. 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).
    2. Mwiti, Florine Karuru & Okelo, Julius & Munei, Kimpei, 2015. "Assessment Of Willingness To Pay For Quality Sweetpotato Planting Materials: The Case Of Smallholder Farmers In Tanzania," Dissertations and Theses 269713, University of Nairobi, Department of Agricultural Economics.
    3. Mwiti, Florine & Okello, Julius J. & Munei, Kimpei, 2015. "Are Farmers Willing to Pay for Quality Planting Materials of Clonally Propagated Biofortified Crops? The Case of Orange-Fleshed Sweetpotatoe in Tanzania," 2015 Conference, August 9-14, 2015, Milan, Italy 212519, International Association of Agricultural Economists.
    4. Mwiti, Florine K. & Okello, Julius J. & Munei, Kimpei & Low, Jan, 2016. "Assessment of farmer willingness to pay for quality planting materials of biofortified and non-biofortified varieties of sweetpotato," 2016 Fifth International Conference, September 23-26, 2016, Addis Ababa, Ethiopia 249327, African Association of Agricultural Economists (AAAE).
    5. Pérez, Salomón & Buritica, Alexander & Oparinde, Adewale & Birol, Ekin & Gonzalez, Carolina & Zeller, Manfred, 2017. "Identifying Socioeconomic Characteristics Defining Consumers’ Acceptance for Main Organoleptic Attributes of an Iron-biofortified Bean Variety in Guatemala," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(3), August.

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