What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia
PurposeThe purpose of this paper is to analyze geographic heterogeneity of consumer preferences for intrinsic quality attributes of rice in South and Southeast Asia and the drivers of demand for these attributes, with a particular focus on rice fragrance and the role of gender.Design/methodology/app...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Language: | Inglés |
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Emerald Publishing Limited
2020
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10568/164540 |
| _version_ | 1855515674480214016 |
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| author | Bairagi, Subir Demont, Matty Custodio, Marie Claire Ynion, Jhoanne |
| author_browse | Bairagi, Subir Custodio, Marie Claire Demont, Matty Ynion, Jhoanne |
| author_facet | Bairagi, Subir Demont, Matty Custodio, Marie Claire Ynion, Jhoanne |
| author_sort | Bairagi, Subir |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | PurposeThe purpose of this paper is to analyze geographic heterogeneity of consumer preferences for intrinsic quality attributes of rice in South and Southeast Asia and the drivers of demand for these attributes, with a particular focus on rice fragrance and the role of gender.Design/methodology/approachStated-preference surveys were conducted with 4,231 urban and rural consumers in 37 cities across seven countries (Bangladesh, India, Cambodia, Indonesia, the Philippines, Thailand, and Vietnam) during 2013–2014 and analyzed through a rank-ordered logistic regression with incomplete ranking choice data.FindingsPreferences for rice attributes are found to be significantly heterogeneous among consumers in South and Southeast Asia. Urban Thai consumers tend to prioritize appearance and cooking characteristics over taste and nutritional benefits, relative to all other surveyed consumers. In contrast with South Asian consumers, Southeast Asian consumers have largely adopted Thai preferences for rice texture and fragrance, a trend that was earlier coined “Jasminization.” We find that demand for rice fragrance is mainly driven by women, educated consumers, large families, families spending a lower share of their food expenditures on rice, and consumers in Southeast Asia (particularly the Philippines and Cambodia).Originality/valueLittle is known about geographic heterogeneity, drivers, and the role of gender in demand for rice fragrance. This paper fills these knowledge gaps. Our findings suggest that the more women are empowered in grocery decision-making, the more demand for aromatic rice is expected to rise. These insights can assist market-driven and gender-responsive rice breeding programs in simultaneously enhancing rice farmers' livelihoods and gender equity. |
| format | Journal Article |
| id | CGSpace164540 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | Emerald Publishing Limited |
| publisherStr | Emerald Publishing Limited |
| record_format | dspace |
| spelling | CGSpace1645402025-12-08T10:29:22Z What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia Bairagi, Subir Demont, Matty Custodio, Marie Claire Ynion, Jhoanne food science PurposeThe purpose of this paper is to analyze geographic heterogeneity of consumer preferences for intrinsic quality attributes of rice in South and Southeast Asia and the drivers of demand for these attributes, with a particular focus on rice fragrance and the role of gender.Design/methodology/approachStated-preference surveys were conducted with 4,231 urban and rural consumers in 37 cities across seven countries (Bangladesh, India, Cambodia, Indonesia, the Philippines, Thailand, and Vietnam) during 2013–2014 and analyzed through a rank-ordered logistic regression with incomplete ranking choice data.FindingsPreferences for rice attributes are found to be significantly heterogeneous among consumers in South and Southeast Asia. Urban Thai consumers tend to prioritize appearance and cooking characteristics over taste and nutritional benefits, relative to all other surveyed consumers. In contrast with South Asian consumers, Southeast Asian consumers have largely adopted Thai preferences for rice texture and fragrance, a trend that was earlier coined “Jasminization.” We find that demand for rice fragrance is mainly driven by women, educated consumers, large families, families spending a lower share of their food expenditures on rice, and consumers in Southeast Asia (particularly the Philippines and Cambodia).Originality/valueLittle is known about geographic heterogeneity, drivers, and the role of gender in demand for rice fragrance. This paper fills these knowledge gaps. Our findings suggest that the more women are empowered in grocery decision-making, the more demand for aromatic rice is expected to rise. These insights can assist market-driven and gender-responsive rice breeding programs in simultaneously enhancing rice farmers' livelihoods and gender equity. 2020-02-28 2024-12-19T12:54:00Z 2024-12-19T12:54:00Z Journal Article https://hdl.handle.net/10568/164540 en Emerald Publishing Limited Bairagi, Subir; Demont, Matty; Custodio, Marie Claire and Ynion, Jhoanne. 2020. What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia. BFJ, Volume 122 no. 11 p. 3473-3498 |
| spellingShingle | food science Bairagi, Subir Demont, Matty Custodio, Marie Claire Ynion, Jhoanne What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia |
| title | What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia |
| title_full | What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia |
| title_fullStr | What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia |
| title_full_unstemmed | What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia |
| title_short | What drives consumer demand for rice fragrance? Evidence from South and Southeast Asia |
| title_sort | what drives consumer demand for rice fragrance evidence from south and southeast asia |
| topic | food science |
| url | https://hdl.handle.net/10568/164540 |
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