IDEAS home Printed from https://ideas.repec.org/p/ags/aaae10/96197.html
   My bibliography  Save this paper

Assessing rural consumers’ WTP for orange, biofortified maize in Ghana with experimental auctions and a simulated radio message

Author

Listed:
  • De Groote, Hugo
  • Tomlins, Keith
  • Haleegoah, Joyce
  • Awool, Manfred
  • Frimpong, Benedicta
  • Banerji, Abijit
  • Chowdury, Shyamal K.
  • Meenakshi, J.V.

Abstract

Deficiencies of micronutrients such as vitamin A are widespread, expecially in Africa. Biofortified crops such as maize, bred for high levels of provitamin A might offer a solution, but these crops are often bright orange, and African maize consumers prefer white. To estimate the consumers interest in orange biofortified maize, sensory evaluations were organized in rural Ghana with white, yellow and orange maize. The effect of information on willingness to pay for biofortification was estimated using a simulated radio message. Results indicate that color preferences are highly regional, wide variation exist within regions, and the provision of information is able to change these preferences. The color of biofortified maize should therefore not be seen as major impediment, but proper information messages should be targeted at the right channels such as rural radio.

Suggested Citation

  • De Groote, Hugo & Tomlins, Keith & Haleegoah, Joyce & Awool, Manfred & Frimpong, Benedicta & Banerji, Abijit & Chowdury, Shyamal K. & Meenakshi, J.V., 2010. "Assessing rural consumers’ WTP for orange, biofortified maize in Ghana with experimental auctions and a simulated radio message," 2010 AAAE Third Conference/AEASA 48th Conference, September 19-23, 2010, Cape Town, South Africa 96197, African Association of Agricultural Economists (AAAE).
  • Handle: RePEc:ags:aaae10:96197
    DOI: 10.22004/ag.econ.96197
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/96197/files/167.%20Assessing%20rural%20consumers%20WTP%20for%20orange%20maize%20in%20Ghana.pdf
    Download Restriction: no

    File URL: https://libkey.io/10.22004/ag.econ.96197?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Hugo De Groote & Simon Chege Kimenju & Ulrich B. Morawetz, 2011. "Estimating consumer willingness to pay for food quality with experimental auctions: the case of yellow versus fortified maize meal in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 42(1), pages 1-16, January.
    2. Lawrence Rubey & Frank Lupi, 1997. "Predicting the Effects of Market Reform in Zimbabwe: A Stated Preference Approach," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(1), pages 89-99.
    3. Tschirley, David & Donovan, Cynthia & Weber, Michael T., 1996. "Food aid and food markets: lessons from Mozambique," Food Policy, Elsevier, vol. 21(2), pages 189-209, May.
    4. Paul Dorosh & Carlo del Ninno & David E. Sahn, 1995. "Poverty alleviation in Mozambique: a multi‐market analysis of the role of food aid," Agricultural Economics, International Association of Agricultural Economists, vol. 13(2), pages 89-99, November.
    5. Tschirley, David L. & Santos, Ana Paula, 1995. "Who Eats Yellow Maize? Preliminary Results of a Survey of Consumer Maize Preferences in Maputo, Mozambique," Food Security International Development Working Papers 54697, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    6. 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).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Katherine P. Adams & Travis J. Lybbert & Stephen A. Vosti & Emmanuel Ayifah, 2016. "Using an economic experiment to estimate willingness-to-pay for a new maternal nutrient supplement in Ghana," Agricultural Economics, International Association of Agricultural Economists, vol. 47(5), pages 581-595, September.
    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. 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).
    4. Hugo Groote & Clare Narrod & Simon C. Kimenju & Charles Bett & Rosemarie P. B. Scott & Marites M. Tiongco & Zachary M. Gitonga, 2016. "Measuring rural consumers’ willingness to pay for quality labels using experimental auctions: the case of aflatoxin-free maize in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 47(1), pages 33-45, January.
    5. Waldman, Kurt B. & Kerr, John M. & Isaacs, Krista B., 2014. "Combining participatory crop trials and experimental auctions to estimate farmer preferences for improved common bean in Rwanda," Food Policy, Elsevier, vol. 46(C), pages 183-192.
    6. Morawetz, Ulrich B. & De Groote, Hugo & Kimenju, Simon Chege, 2011. "Improving the Use of Experimental Auctions in Africa: Theory and Evidence," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(2), pages 1-17, August.
    7. Steve Wiggins & Sharada Keats, 2016. "Smallholder Agriculture’s Contribution to Better Nutrition," Working Papers id:11292, eSocialSciences.
    8. Mthokozisi K. Zuma & Unathi Kolanisi & Albert T. Modi, 2018. "The Potential of Integrating Provitamin A-Biofortified Maize in Smallholder Farming Systems to Reduce Malnourishment in South Africa," IJERPH, MDPI, vol. 15(4), pages 1-12, April.
    9. Hans D. Steur & Jeroen Buysse & Shuyi Feng & Xavier Gellynck, 2013. "Role of Information on Consumers’ Willingness-to-pay for Genetically-modified Rice with Health Benefits: An Application to China," Asian Economic Journal, East Asian Economic Association, vol. 27(4), pages 391-408, December.
    10. Chen, Xuqi & Gao, Zhifeng & House, Lisa, 2015. "Willingness to Pay for Niche Fresh Produce across the States: Why Are Consumers Willing to Pay More for the Less Favorite?," 2015 Annual Meeting, January 31-February 3, 2015, Atlanta, Georgia 196901, Southern Agricultural Economics Association.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Banerji, A. & Chowdhury, Shyamal K. & de Groote, Hugo & Meenakshi, Jonnalagadda V. & Haleegoah, Joyce & Ewoo, Manfred, 2013. "Using elicitation mechanisms to estimate the demand for nutritious maize: Evidence from experiments in rural Ghana," HarvestPlus working papers 10, International Food Policy Research Institute (IFPRI).
    2. 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.
    3. A. Banerji & Shyamal Chowdhury & Hugo De Groote & J. V. Meenakshi & Joyce Haleegoah & Manfred Ewool, 2018. "Eliciting Willingness†to†Pay through Multiple Experimental Procedures: Evidence from Lab†in†the†Field in Rural Ghana," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 66(2), pages 231-254, June.
    4. 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).
    5. Gebremedhin, Berhanu & Swinton, Scott M., 1999. "Reconciling Food-For-Work Objectives: Resource Conservation Vs. Food Aid Targeting In Tigray, Ethiopia," Staff Paper Series 11708, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    6. SIMA, Technical Team, 1996. "Mozambique's Food Security Success Story," Food Security Collaborative Policy Briefs 55195, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    7. Donovan, Cynthia & McGlinchy, Megan & Staatz, John M. & Tschirley, David L., 2006. "Emergency Needs Assessments and the Impact of Food Aid on Local Markets," Food Security International Development Working Papers 54566, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    8. Smith G. Nkhata & Finason Watson & Monica Chimbaza & Sydney Namaumbo & Kondwani Kammwamba & Gift Chisapo & Theresa Nakoma Ngoma & Madalitso Chilembo & Limbikani Matumba, 2024. "Farmers Preferentially Allocate More Land to Cultivation of Conventional White Maize Compared to Weevil-Resistant Biofortified Orange Maize," Sustainability, MDPI, vol. 16(19), pages 1-11, October.
    9. Tschirley, David L. & Weber, Michael T., 1996. "Relato de Sucesso da Seguranca Alimentar em Mocambique," Food Security International Development Policy Syntheses 11431, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    10. Amy Margolies & John Hoddinott, 2012. "Mapping the Impacts of Food Aid: Current Knowledge and Future Directions," WIDER Working Paper Series wp-2012-034, World Institute for Development Economic Research (UNU-WIDER).
    11. Tschirley, David L. & Weber, Michael T., 1996. "Mozambique Food Security Success Story," Food Security International Development Policy Syntheses 11278, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    12. Hoddinott, John & Margolies, Amy, 2012. "Mapping the Impacts of Food Aid: Current Knowledge and Future Directions," WIDER Working Paper Series 034, World Institute for Development Economic Research (UNU-WIDER).
    13. Barrett, Christopher B., 2002. "Food Aid And Commercial International Food Trade," Working Papers 14742, Cornell University, Department of Applied Economics and Management.
    14. Govereh, Jones & Haggblade, Steven & Nielson, Hunter & Tschirley, David L., 2008. "Maize Market Sheds in Eastern and Southern Africa. Report 1," Food Security Collaborative Working Papers 55374, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    15. Zant, Wouter, 2012. "The economics of food aid under subsistence farming with an application to Malawi," Food Policy, Elsevier, vol. 37(1), pages 124-141.
    16. Tilman Bruck, "undated". "Determinants of Rural Poverty in Post-War Mozambique: Evidence from a Household Survey and Implications for Government and Donor Policy," QEH Working Papers qehwps67, Queen Elizabeth House, University of Oxford.
    17. Stefan Dercon & Pramila Krishnan, 2003. "Food aid and informal insurance," CSAE Working Paper Series 2003-01, Centre for the Study of African Economies, University of Oxford.
    18. Bashir Jama & David Kimani & Rebbie Harawa & Abednego Kiwia Mavuthu & Gudeta W. Sileshi, 2017. "Maize yield response, nitrogen use efficiency and financial returns to fertilizer on smallholder farms in southern Africa," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 9(3), pages 577-593, June.
    19. Barrett, Christopher B., 2006. "Food aid's intended and unintended consequences," ESA Working Papers 289062, Food and Agriculture Organization of the United Nations, Agricultural Development Economics Division (ESA).
    20. Linacre, Nicholas & Falck-Zepeda, José & Komen, John & MacLaren, Donald, 2006. "Risk assessment and management of genetically modified organisms under Australia's Gene Technology Act:," EPTD discussion papers 157, International Food Policy Research Institute (IFPRI).

    More about this item

    Keywords

    Crop Production/Industries; Demand and Price Analysis;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aaae10:96197. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/aaaeaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.