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Consumer acceptance of provitamin A orange maize in rural Zambia:

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

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.

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Paper provided by International Food Policy Research Institute (IFPRI) in its series HarvestPlus Working Papers with number 4.

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Date of creation: 2010
Date of revision:
Handle: RePEc:fpr:harvwp:4
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  10. Ferrini, Silvia & Scarpa, Riccardo, 2007. "Designs with a priori information for nonmarket valuation with choice experiments: A Monte Carlo study," Journal of Environmental Economics and Management, Elsevier, vol. 53(3), pages 342-363, May.
  11. Langyintuo, Augustine S. & Mungoma, Catherine, 2008. "The effect of household wealth on the adoption of improved maize varieties in Zambia," Food Policy, Elsevier, vol. 33(6), pages 550-559, December.
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  15. Smale, Melinda & Jayne, T.S., 2003. "Maize in Eastern and Southern Africa: 'seeds' of success in retrospect," EPTD discussion papers 97, International Food Policy Research Institute (IFPRI).
  16. De Groote, Hugo & Kimenju, Simon Chege, 2008. "Comparing consumer preferences for color and nutritional quality in maize: Application of a semi-double-bound logistic model on urban consumers in Kenya," Food Policy, Elsevier, vol. 33(4), pages 362-370, August.
  17. Chowdhury, Shyamal & Meenakshi, J. V. & Tomlins, Keith & Owori, Constance, 2009. "Are consumers willing to pay more for biofortified foods?: Evidence from a field experiment in Uganda," HarvestPlus Working Papers 3, International Food Policy Research Institute (IFPRI).
  18. Alfnes, Frode & Guttormsen, Atle G. & Steine, Gro & Kolstad, Kari, 2005. "Consumers' Willingness To Pay For The Color Of Salmon:A Choice Experiment With Real Economic Incentives," 2005 Annual meeting, July 24-27, Providence, RI 19126, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  19. Gro Steine & Kari Kolstad, 2006. "Consumers' Willingness to Pay for the Color of Salmon: A Choice Experiment with Real Economic Incentives," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 88(4), pages 1050-1061.
  20. Muzhingi, Tawanda & Langyintuo, Augustine S. & Malaba, Lucie C. & Banziger, Marianne, 2008. "Consumer acceptability of yellow maize products in Zimbabwe," Food Policy, Elsevier, vol. 33(4), pages 352-361, August.
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  22. Stevens, Robyn & Winter-Nelson, Alex, 2008. "Consumer acceptance of provitamin A-biofortified maize in Maputo, Mozambique," Food Policy, Elsevier, vol. 33(4), pages 341-351, August.
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