Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines
Purpose This paper aims to analyze and compare consumers’ acceptance and valuation of brown, colored and low glycemic index rice and identify the factors that influence their willingness to pay (WTP). Design/methodology/approach A stated-preference survey was conducted among 600 middle-class urban c...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Language: | Inglés |
| Published: |
Emerald Publishing Limited
2025
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10568/174907 |
| _version_ | 1855540264272134144 |
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| author | Custodio, Marie Claire Ynion, Jhoanne Demont, Matty De Steur, Hans |
| author_browse | Custodio, Marie Claire De Steur, Hans Demont, Matty Ynion, Jhoanne |
| author_facet | Custodio, Marie Claire Ynion, Jhoanne Demont, Matty De Steur, Hans |
| author_sort | Custodio, Marie Claire |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Purpose
This paper aims to analyze and compare consumers’ acceptance and valuation of brown, colored and low glycemic index rice and identify the factors that influence their willingness to pay (WTP).
Design/methodology/approach
A stated-preference survey was conducted among 600 middle-class urban consumers in the Philippines, using a contingent valuation approach with a between-subjects design. The data were analyzed using hierarchical multiple linear regression.
Findings
Consumers accepted healthier rice types, but they discounted them relative to premium white rice, despite receiving product-specific information on health benefits. Consumers’ household income, attitude toward healthy eating and their diet quality had significant effects on WTP. Snack occasions could serve as entry points for healthier rice rather than targeting the substitution of white rice during main eating occasions. Generic information on nutritional benefits of healthier rice products was insufficient to nudge consumers’ intentions toward integrating these products into their diets.
Practical implications
The empirical contribution provides insights for breeding programs on the design of rice target product profiles that incorporate nutritional attributes.
Originality/value
The current study addresses the gap in consumer preference studies by evaluating nutrition-related attributes of rice. Measures of attitude toward food-based dietary guidelines and indicators of diet quality were included in the set of predictors that may influence WTP. The results provide insights for designing nutrition education programs to promote healthier rice in the context of healthy eating habits and to enhance the health benefits of consumers’ current diets. Future studies should further explore different types of nutrition nudges that encourage consumers to eat healthier rice-based dishes and test nutrition communication strategies that move from a narrow product focus to a broader emphasis on dietary diversity by promoting healthier dishes based on healthier rice products. |
| format | Journal Article |
| id | CGSpace174907 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Emerald Publishing Limited |
| publisherStr | Emerald Publishing Limited |
| record_format | dspace |
| spelling | CGSpace1749072025-12-08T10:29:22Z Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines Custodio, Marie Claire Ynion, Jhoanne Demont, Matty De Steur, Hans consumer preferences diet food choice health nutrition nutritional value willingness to pay Purpose This paper aims to analyze and compare consumers’ acceptance and valuation of brown, colored and low glycemic index rice and identify the factors that influence their willingness to pay (WTP). Design/methodology/approach A stated-preference survey was conducted among 600 middle-class urban consumers in the Philippines, using a contingent valuation approach with a between-subjects design. The data were analyzed using hierarchical multiple linear regression. Findings Consumers accepted healthier rice types, but they discounted them relative to premium white rice, despite receiving product-specific information on health benefits. Consumers’ household income, attitude toward healthy eating and their diet quality had significant effects on WTP. Snack occasions could serve as entry points for healthier rice rather than targeting the substitution of white rice during main eating occasions. Generic information on nutritional benefits of healthier rice products was insufficient to nudge consumers’ intentions toward integrating these products into their diets. Practical implications The empirical contribution provides insights for breeding programs on the design of rice target product profiles that incorporate nutritional attributes. Originality/value The current study addresses the gap in consumer preference studies by evaluating nutrition-related attributes of rice. Measures of attitude toward food-based dietary guidelines and indicators of diet quality were included in the set of predictors that may influence WTP. The results provide insights for designing nutrition education programs to promote healthier rice in the context of healthy eating habits and to enhance the health benefits of consumers’ current diets. Future studies should further explore different types of nutrition nudges that encourage consumers to eat healthier rice-based dishes and test nutrition communication strategies that move from a narrow product focus to a broader emphasis on dietary diversity by promoting healthier dishes based on healthier rice products. 2025-12-15 2025-06-03T03:00:02Z 2025-06-03T03:00:02Z Journal Article https://hdl.handle.net/10568/174907 en Open Access application/pdf Emerald Publishing Limited Custodio, Marie Claire, Jhoanne Ynion, Matty Demont, and Hans De Steur. "Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines." British Food Journal 127, no. 13 (2025): 52-71. |
| spellingShingle | consumer preferences diet food choice health nutrition nutritional value willingness to pay Custodio, Marie Claire Ynion, Jhoanne Demont, Matty De Steur, Hans Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines |
| title | Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines |
| title_full | Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines |
| title_fullStr | Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines |
| title_full_unstemmed | Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines |
| title_short | Consumers’ acceptance and valuation of healthier rice: implications for promoting healthy diets in the Philippines |
| title_sort | consumers acceptance and valuation of healthier rice implications for promoting healthy diets in the philippines |
| topic | consumer preferences diet food choice health nutrition nutritional value willingness to pay |
| url | https://hdl.handle.net/10568/174907 |
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