Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India
In this paper we use sensory evaluation methods adopted from food science literature and the Becker-DeGroot-Marschak mechanism adopted from economic valuation literature to estimate consumer demand for biofortified high-iron pearl millet (HIPM) in Maharashtra, India. Unlike biofortification with pro...
| Autores principales: | , , , |
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| Formato: | Informe técnico |
| Lenguaje: | Inglés |
| Publicado: |
International Food Policy Research Institute
2015
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| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/149625 |
| _version_ | 1855543767167139840 |
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| author | Birol, Ekin Karandikar, Bhushana Rampal, Jeevant Banerji, Abhijit |
| author_browse | Banerji, Abhijit Birol, Ekin Karandikar, Bhushana Rampal, Jeevant |
| author_facet | Birol, Ekin Karandikar, Bhushana Rampal, Jeevant Banerji, Abhijit |
| author_sort | Birol, Ekin |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | In this paper we use sensory evaluation methods adopted from food science literature and the Becker-DeGroot-Marschak mechanism adopted from economic valuation literature to estimate consumer demand for biofortified high-iron pearl millet (HIPM) in Maharashtra, India. Unlike biofortification with provitamin A, biofortification with minerals, such as iron and zinc, does not change the color or the appearance of the biofortified crop. Therefore, we test the impact of both nutrition information, and branding and certification, as well as the nature of the brand and of the certifying authority (state level versus international), on consumer demand for HIPM. We find that even in the absence of nutrition information, consumers assign a small but significant premium to the HIPM variety relative to the local variety. This is consistent with consumers’ more favorable rating of the sensory characteristics of the high-iron variety. Nutrition information on the health benefits of HIPM increases this premium substantially, and regression analysis reveals that consumers prefer international branding and international certification authority to their state-level counterparts. |
| format | Informe técnico |
| id | CGSpace149625 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | International Food Policy Research Institute |
| publisherStr | International Food Policy Research Institute |
| record_format | dspace |
| spelling | CGSpace1496252025-11-06T07:50:12Z Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India Birol, Ekin Karandikar, Bhushana Rampal, Jeevant Banerji, Abhijit becker-degroot-marschak mechanism pearl millet biofortification consumer behaviour demand millets nutrition iron In this paper we use sensory evaluation methods adopted from food science literature and the Becker-DeGroot-Marschak mechanism adopted from economic valuation literature to estimate consumer demand for biofortified high-iron pearl millet (HIPM) in Maharashtra, India. Unlike biofortification with provitamin A, biofortification with minerals, such as iron and zinc, does not change the color or the appearance of the biofortified crop. Therefore, we test the impact of both nutrition information, and branding and certification, as well as the nature of the brand and of the certifying authority (state level versus international), on consumer demand for HIPM. We find that even in the absence of nutrition information, consumers assign a small but significant premium to the HIPM variety relative to the local variety. This is consistent with consumers’ more favorable rating of the sensory characteristics of the high-iron variety. Nutrition information on the health benefits of HIPM increases this premium substantially, and regression analysis reveals that consumers prefer international branding and international certification authority to their state-level counterparts. 2015-04-14 2024-08-01T02:49:38Z 2024-08-01T02:49:38Z Report https://hdl.handle.net/10568/149625 en https://doi.org/10.1016/j.foodpol.2016.06.003 Open Access application/pdf International Food Policy Research Institute Banerji, A.; Birol, Ekin; Karandikar, Bhushana and Rampal, Jeevant. 2015. Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India. HarvestPlus Working Paper 17. Washington, DC: International Food Policy Research Institute. https://hdl.handle.net/10568/149625 |
| spellingShingle | becker-degroot-marschak mechanism pearl millet biofortification consumer behaviour demand millets nutrition iron Birol, Ekin Karandikar, Bhushana Rampal, Jeevant Banerji, Abhijit Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India |
| title | Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India |
| title_full | Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India |
| title_fullStr | Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India |
| title_full_unstemmed | Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India |
| title_short | Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India |
| title_sort | information branding certification and consumer willingness to pay for high iron pearl millet evidence from experimental auctions in maharashtra india |
| topic | becker-degroot-marschak mechanism pearl millet biofortification consumer behaviour demand millets nutrition iron |
| url | https://hdl.handle.net/10568/149625 |
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