Estimating consumer willingness to pay for food quality with experimental auctions : the case of yellow versus fortified maize meal in Kenya
Material type:
ArticleLanguage: English Publication details: United Kingdom : Wiley, 2011.ISSN: - 1574-0862 (Online)
- 0169-5150
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|
| Article | CIMMYT Knowledge Center: John Woolston Library | CIMMYT Staff Publications Collection | CIS-5898 (Browse shelf(Opens below)) | Available |
Browsing CIMMYT Knowledge Center: John Woolston Library shelves, Collection: CIMMYT Staff Publications Collection Close shelf browser (Hides shelf browser)
Peer review
Peer-review: Yes - Open Access: Yes|http://science.thomsonreuters.com/cgi-bin/jrnlst/jlresults.cgi?PC=MASTER&ISSN=0169-5150
Biofortification of maize with provitamin A carotenoids is a new approach to the alleviation of vitamin A deficiencies in Africa. Unfortunately these varieties are yellow or orange, while consumers generally prefer white. Consumer willingness to pay for yellow and fortified maize was compared in experimental auctions in three regions in Kenya. The premium that consumers are willing pay for fortified maize (24%) was higher than the discount they require to buy yellow maize (11%), and in one zone consumers prefer yellow. Yellow color is, therefore, not an impossible obstacle for biofortified maize, although it would clearly be easier to introduce this maize first in regions where yellow maize is currently grown.
Maize CRP FP1 - Sustainable intensification of maize-based farming systems
Socioeconomics Program
Text in English
John Wiley
INT2512
Click on an image to view it in the image viewer