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Information, Certification and Demand for Food Safety: Evidence from an In-store Experiment in Mumbai

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  • Ekin Birol
  • Bhushana Karandikar
  • Devesh Roy
  • Maximo Torero

Abstract

type="main" xml:id="jage12089-abs-0001"> Is demand for safe food in developing countries low because of limited ability to pay, or because of lack of consumer awareness and absence of credible certification? To answer this question we conducted a controlled market experiment in Mumbai, India, selling grapes with credible certification labels alongside unlabeled grapes while providing randomly selected consumers with information on salient features of food safety certification. We confirm that informed consumers are more likely to purchase labeled grapes, controlling for prior information and attitudes, and using two (intensive versus extensive) information treatments. Policies related to information/certification could be an important component of improving public health by mobilising latent demand for food safety and hence supply of safer food for the public.

Suggested Citation

  • Ekin Birol & Bhushana Karandikar & Devesh Roy & Maximo Torero, 2015. "Information, Certification and Demand for Food Safety: Evidence from an In-store Experiment in Mumbai," Journal of Agricultural Economics, Wiley Blackwell, vol. 66(2), pages 470-491, June.
    • Handle: RePEc:bla:jageco:v:66:y:2015:i:2:p:470-491
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    File URL: http://hdl.handle.net/10.1111/jage.2015.66.issue-2
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    Citations

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    Cited by:

    1. Oluwagbenga Akinwehinmi & Kolawole Ogundari & Taye Timothy Amos, 2022. "Consumers’ food control risk perception and preference for food safety certification in emerging food markets," Journal of Agricultural Economics, Wiley Blackwell, vol. 73(3), pages 690-708, September.
    2. Wongprawmas, Rungsaran & Canavari, Maurizio, 2017. "Consumers’ willingness-to-pay for food safety labels in an emerging market: The case of fresh produce in Thailand," Food Policy, Elsevier, vol. 69(C), pages 25-34.
    3. Shi, Longzhong & Chen, Xuan & Chen, Bo & Qiu, Jingran & Li, Li, 2021. "Assessing Consumers’ Willingness to Pay for Covid-19-tested Food Labels," 2021 ASAE 10th International Conference (Virtual), January 11-13, Beijing, China 329403, Asian Society of Agricultural Economists (ASAE).
    4. Rutsaert, Pieter & Donovan, Jason & Murphy, Mike & Hoffmann, Vivian, 2024. "Farmer decision making for hybrid maize seed purchases: Effects of brand loyalty, price discounts and product information," Agricultural Systems, Elsevier, vol. 218(C).
    5. Vivian Hoffmann & Christine M. Moser & Timothy J. Herrman, 2021. "Demand for Aflatoxin‐Safe Maize in Kenya: Dynamic Response to Price and Advertising," American Journal of Agricultural Economics, John Wiley & Sons, vol. 103(1), pages 275-295, January.
    6. Longzhong Shi & Xuan Chen & Bo Chen, 2023. "Covid‐19‐tested food labels," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 71(2), pages 203-230, June.
    7. Shikuku, Kelvin Mashisia & Bulte, Erwin & Lagerkvist, Carl Johan & Tran, Nhuong, 2021. "The Formation of Reference Points in Consumer Choice Behavior: Experimental Evidence from a Fish Market in Nigeria," 2021 Conference, August 17-31, 2021, Virtual 314964, International Association of Agricultural Economists.
    8. Chan, Chin Yee & Prager, Steven & Balie, Jean & Kozicka, Marta & Hareau, Guy & Valera, Harold Glenn & Tran, Nhuong & Wiebe, Keith & Diagne, Mandiaye & Alene, Arega, 2021. "The Future of Food Security, Nutrition and Health for Agri-food Systems Transformation," SocArXiv qgn9u, Center for Open Science.
    9. Kelvin Mashisia Shikuku & Erwin Bulte & Carl Johan Lagerkvist & Nhuong Tran, 2023. "Endowments, expectations, and the value of food safety certification: experimental evidence from fish markets in Nigeria," Experimental Economics, Springer;Economic Science Association, vol. 26(5), pages 1060-1084, November.
    10. Akinwehinmi, Oluwagbenga J. & Colen, Liesbeth, 2024. "Effect of Information on Consumers’ Trade-Off Between Subjective Food Safety Cues and Certification: Insights from a Choice Experiment," 2024 Annual Meeting, July 28-30, New Orleans, LA 343674, Agricultural and Applied Economics Association.
    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.

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