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Towards Validating Moringa’s Nutraceutical Benefits: An Examination of Consumers’ Perspectives vis-à-vis Health Benefits Efficacy and Willingness to Pay

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  • Animashaun, Jubril Olayinka
  • Williams, F.E.
  • Toye, A.A.

Abstract

This study examined the validity of claimed Nutraceutical benefits of Moringa oleifera products through the lens of consumers’ perceptions and Willingness to Pay (WTP) for perceived benefits. Data were randomly collected from 120 sampled Moringa consumers. Results indicate that knowledge of Moringa oleifera’s benefits is high among respondents and Moringa is consumed for various preventive and curative purposes. On the average, respondents were willing to pay about 5% over and above the current price of Moringa product so as to have access to perceived product’s Nutraceutical benefits. WTP was found to be significantly influenced by perception of efficacy of product’s benefits (p = 0.01), education (p = 0.02) and occupation of respondents (p = 0.03). The study emphasizes the need for further clinical and pharmacological double- blind placebo test trials to ascertain the acclaimed therapeutic benefits of the product.

Suggested Citation

  • Animashaun, Jubril Olayinka & Williams, F.E. & Toye, A.A., 2013. "Towards Validating Moringa’s Nutraceutical Benefits: An Examination of Consumers’ Perspectives vis-à-vis Health Benefits Efficacy and Willingness to Pay," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 5(2), pages 1-11, June.
    • Handle: RePEc:ags:aolpei:152687
    DOI: 10.22004/ag.econ.152687
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    References listed on IDEAS

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    1. Batte, Marvin T. & Beaverson, Jeremy & Hooker, Neal H. & Haab, Timothy C., 2004. "Customer Willingness To Pay For Multi-Ingredient, Processed Organic Food Products," 2004 Annual meeting, August 1-4, Denver, CO 20194, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
    3. Di Pasquale, Jorgelina & Adinolfi, Felice & Capitanio, Fabian, 2011. "Analysis of Consumer Attitudes and Consumers’ Willingness to Pay for Functional Foods," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(2), pages 1-13, December.
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    Cited by:

    1. Ayinde, O.E. & Omotesho, K.F. & Animashaun, J.O., 2015. "Management Strategies of Perceived Risk Associated with Moringa Products by Consumers in Ilorin Metropolis, Kwara State, Nigeria," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 5(4), December.
    2. Animashaun, Jubril Olayinka & Ibrahim, Hussain Kobe & Omotesho, Kemi Funmilayo & Aderinoye-Abdulwahab, Sidikat, 2016. "Determinants Of The Neglected And Underutilized Species’ Cultivation By Small-Scale Farmers In Nigerian Guinea Savannah," Journal of Agribusiness and Rural Development, University of Life Sciences, Poznan, Poland, vol. 42(4).
    3. Ingrida Košičiarová & Zdenka Kádeková & Mária Holotová & Ľubica Kubicová & Kristína Predanocyová, 2020. "Consumer Preferences in the Content of Loyalty to the Yoghurt Brand," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 12(1), March.

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