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Combining sensory evaluation and mental models in the assessment of consumer preferences for and choice of healthy products: Experience from a field experiment in Kenya

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  • Okello, Julius J.
  • Lagerkvist, Carl Johan
  • Muoki-Kingori, Penina
  • Heck, Simon
  • Prain, Gordon

Abstract

This paper combines Just-About-Right (JAR) sensory evaluation and means-end chain (MEC) analysis to examine consumer evaluation of the sensory attributes of conventionally bred biofortified orange-fleshed sweetpotato (OFSP). It specifically examined the role of information on biofortification process on consumers’ expected and actual sensory evaluation of OFSP attributes and the mental models associated with the decision to consume OFSP. It is based on data collected via a field experiment with 504 rural consumers. Each consumer was randomly placed into one of the 3 treatment groups and received: i) general information about biofortification (Control), ii) general and positive information (Treatment 1) and iii) general and negative information (Treatment 2). The study finds, among others, that information on vitamin A (i.e., nutrition), taste and texture were, overall, discriminated by the kind of information provided (i.e., treatment), with texture being considered to be at an inappropriately lower level. Nutrition attribute was, however, considered to be at a higher than appropriate level. The results of the MEC were in line with those of sensory evaluation, with mental constructs (and models) being strongly discriminated by treatment type. It concludes that information consumers receive affect the expected and actual sensory evaluation OFSP attributes and mental models of OFSP consumption. We highlight some implications of these findings.

Suggested Citation

  • Okello, Julius J. & Lagerkvist, Carl Johan & Muoki-Kingori, Penina & Heck, Simon & Prain, Gordon, 2016. "Combining sensory evaluation and mental models in the assessment of consumer preferences for and choice of healthy products: Experience from a field experiment in Kenya," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236244, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:aaea16:236244
    DOI: 10.22004/ag.econ.236244
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    References listed on IDEAS

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    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. Hansson, Helena & Lagerkvist, Carl Johan, 2015. "Identifying use and non-use values of animal welfare: Evidence from Swedish dairy agriculture," Food Policy, Elsevier, vol. 50(C), pages 35-42.
    3. Christopher Barrett & Paswel Phiri Marenya & John Mcpeak & Bart Minten & Festus Murithi & Willis Oluoch-Kosura & Frank Place & Jean Claude Randrianarisoa & Jhon Rasambainarivo & Justine Wangila, 2006. "Welfare dynamics in rural Kenya and Madagascar," Journal of Development Studies, Taylor & Francis Journals, vol. 42(2), pages 248-277.
    4. Patti Kristjanson & Nelson Mango & Anirudh Krishna & Maren Radeny & Nancy Johnson, 2010. "Understanding poverty dynamics in Kenya," Journal of International Development, John Wiley & Sons, Ltd., vol. 22(7), pages 978-996.
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    Keywords

    Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; International Development;
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