Choice experiments and Value-Chain modeling of attribute improvements to increase vegetable consumption in Kenya

Improvement of diets through increasing consumption of fruits and vegetables is of global importance. However, existing information about the factors affecting fruit and vegetable consumption often is insufficient for the development and implementation of effective policy and programmatic efforts. This research integrates choice experiments evaluating five potential attribute improvements (two quality levels, safety/hygiene, pre-cutting and lower acquisition time costs) with participatory value-chain modeling to evaluate the potential impact of these attribute improvements on spinach consumption in Kenya. Choice experiment data from 300 households in six counties of Kenya, analyzed with random parameter logit and panel Tobit models indicates quality, safety and hygiene, and acquisition time affect purchase probabilities and expected purchase quantity, but the effect of increased convenience is lower. Analyses with a dynamic value-chain model including farmers, marketing intermediaries, vendors and consumers indicate that all of the attribute improvements would increase consumption even in light of higher value-chain costs, but also facilitate larger sales and profits by value chain actors. These results suggest that a focus on increasing demand through the improvement of product attributes may be an important strategy for simultaneously increasing fruit and vegetable consumption and benefitting value chain participants in low- and middle-income country settings.