Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya
Bio-fortified foods including orange-fleshed sweet potato (OFSP) have been promoted worldwide as a potential mechanism to combat Vitamin A deficiency. One of the ways to promote consumption of OFSP is to process it into less perishable products with wider geographical coverage. However, there is a d...
| Autores principales: | , , , |
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| Formato: | Journal Article |
| Lenguaje: | Inglés |
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Informa UK Limited
2022
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| Acceso en línea: | https://hdl.handle.net/10568/125435 |
| _version_ | 1855522730167762944 |
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| author | Owuor, Antonate Akinyi Otieno, David Jakinda Okello, J.J. Oluoch-Kosura, Willis |
| author_browse | Okello, J.J. Oluoch-Kosura, Willis Otieno, David Jakinda Owuor, Antonate Akinyi |
| author_facet | Owuor, Antonate Akinyi Otieno, David Jakinda Okello, J.J. Oluoch-Kosura, Willis |
| author_sort | Owuor, Antonate Akinyi |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Bio-fortified foods including orange-fleshed sweet potato (OFSP) have been promoted worldwide as a potential mechanism to combat Vitamin A deficiency. One of the ways to promote consumption of OFSP is to process it into less perishable products with wider geographical coverage. However, there is a dearth of empirical insights on the specific attributes that consumers desire in such value-added products; this constrains sustainable investments in such initiatives. In order to fill this knowledge gap, the current study assessed consumers' willingness to pay for OFSP juice attributes in rural and urban areas using choice experiment approach. Results showed that on average, for each liter of OFSP juice, rural consumers were willing to pay premiums of USD0.58, 0.39, 0.66, 0.75 and 0.72 respectively for the juice with OFSP only or that with OFSP and lemon as opposed to that with OFSP and mango; OFSP juice with additives; origin labeling of the OFSP juice and; joint inspection and certification of the OFSP juice rather than public inspection and certification. On the contrary, rural consumers demanded a discount of USD0.25 for involvement of private rather than public entities in the inspection and certification process. The urban consumers on the other hand, were willing to pay USD0.93, 0.82, 2.22, 0.32, 0.54 and 0.76 respectively, for juice with OFSP only or that with OFSP and lemon instead of OFSP and mango; additives, origin labeling and; private or joint inspection and certification as opposed to public inspection of the juice. These findings should inform the design of OFSP juices that meet the heterogeneous preferences of the rural and urban consumers. |
| format | Journal Article |
| id | CGSpace125435 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | Informa UK Limited |
| publisherStr | Informa UK Limited |
| record_format | dspace |
| spelling | CGSpace1254352025-04-01T21:04:00Z Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya Owuor, Antonate Akinyi Otieno, David Jakinda Okello, J.J. Oluoch-Kosura, Willis sweet potatoes willingness to pay consumers Bio-fortified foods including orange-fleshed sweet potato (OFSP) have been promoted worldwide as a potential mechanism to combat Vitamin A deficiency. One of the ways to promote consumption of OFSP is to process it into less perishable products with wider geographical coverage. However, there is a dearth of empirical insights on the specific attributes that consumers desire in such value-added products; this constrains sustainable investments in such initiatives. In order to fill this knowledge gap, the current study assessed consumers' willingness to pay for OFSP juice attributes in rural and urban areas using choice experiment approach. Results showed that on average, for each liter of OFSP juice, rural consumers were willing to pay premiums of USD0.58, 0.39, 0.66, 0.75 and 0.72 respectively for the juice with OFSP only or that with OFSP and lemon as opposed to that with OFSP and mango; OFSP juice with additives; origin labeling of the OFSP juice and; joint inspection and certification of the OFSP juice rather than public inspection and certification. On the contrary, rural consumers demanded a discount of USD0.25 for involvement of private rather than public entities in the inspection and certification process. The urban consumers on the other hand, were willing to pay USD0.93, 0.82, 2.22, 0.32, 0.54 and 0.76 respectively, for juice with OFSP only or that with OFSP and lemon instead of OFSP and mango; additives, origin labeling and; private or joint inspection and certification as opposed to public inspection of the juice. These findings should inform the design of OFSP juices that meet the heterogeneous preferences of the rural and urban consumers. 2022-09-02 2022-11-12T18:43:34Z 2022-11-12T18:43:34Z Journal Article https://hdl.handle.net/10568/125435 en Limited Access Informa UK Limited Owuor, A.A.; Otieno, D.J.; Okello, J.J.; Oluoch-Kosura, W. 2022. Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya. Journal of Food Products Marketing. ISSN 1540-4102. 1–16. |
| spellingShingle | sweet potatoes willingness to pay consumers Owuor, Antonate Akinyi Otieno, David Jakinda Okello, J.J. Oluoch-Kosura, Willis Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya |
| title | Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya |
| title_full | Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya |
| title_fullStr | Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya |
| title_full_unstemmed | Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya |
| title_short | Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya |
| title_sort | willingness to pay for orange fleshed sweet potato juice a comparison of rural and urban consumers in kenya |
| topic | sweet potatoes willingness to pay consumers |
| url | https://hdl.handle.net/10568/125435 |
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