From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia
Undernourishment caused by micronutrient deficiencies (hidden hunger) remains a critical global challenge affecting billions worldwide. Approximately 25 % of the population in Colombia has inadequate zinc intake. Biofortification of staple crops, such as rice, offers a promising solution to address...
| Autores principales: | , , , , , , |
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| Formato: | Journal Article |
| Lenguaje: | Inglés |
| Publicado: |
Elsevier
2025
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| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/174946 |
| _version_ | 1855515818449698816 |
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| author | Oswalt, Sara Durand-Morat, Alvaro Rivera, Tatiana Gallego, Sonia Andrade, Robert McFadden, Brandon Bonatti, Michelle |
| author_browse | Andrade, Robert Bonatti, Michelle Durand-Morat, Alvaro Gallego, Sonia McFadden, Brandon Oswalt, Sara Rivera, Tatiana |
| author_facet | Oswalt, Sara Durand-Morat, Alvaro Rivera, Tatiana Gallego, Sonia Andrade, Robert McFadden, Brandon Bonatti, Michelle |
| author_sort | Oswalt, Sara |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Undernourishment caused by micronutrient deficiencies (hidden hunger) remains a critical global challenge affecting billions worldwide. Approximately 25 % of the population in Colombia has inadequate zinc intake. Biofortification of staple crops, such as rice, offers a promising solution to address this problem. However, changes in the physical and culinary attributes due to biofortification may hinder consumer acceptance and limit the benefits of this approach. This study assesses the impact of zinc fortification, information, and consumer nutrition knowledge on consumers' willingness to pay (WTP) for rice in Cartagena, Colombia. We used a non-hypothetical experimental auction including 400 consumers. The results indicate that, without labelling and information treatment, zinc-biofortified rice is priced equal to premium-quality rice, and at an 18.8 % premium relative to standard-quality rice, highlighting that the high zinc content did not affect rice quality. Labelling results in an increase in WTP for both zinc-biofortified and premium-quality rice but not for standard-quality rice. Information about the benefits of zinc and the problems of zinc deficiency increases the WTP for zinc-biofortified rice by 8.2 % premium relative to premium-quality rice and a 43.8 % premium relative to standard-quality rice, which was reinforced by participants' nutrition knowledge. These findings provide valuable insights for policymakers and stakeholders aiming to address malnutrition effectively, suggesting the implementation of targeted educational initiatives to enhance consumer acceptance, as well as the rice industry and retailers hoping to produce and market biofortified staple crops. |
| format | Journal Article |
| id | CGSpace174946 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Elsevier |
| publisherStr | Elsevier |
| record_format | dspace |
| spelling | CGSpace1749462025-12-08T09:54:28Z From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia Oswalt, Sara Durand-Morat, Alvaro Rivera, Tatiana Gallego, Sonia Andrade, Robert McFadden, Brandon Bonatti, Michelle evaluation rice biofortification zinc willingness to pay auctions experimental data Undernourishment caused by micronutrient deficiencies (hidden hunger) remains a critical global challenge affecting billions worldwide. Approximately 25 % of the population in Colombia has inadequate zinc intake. Biofortification of staple crops, such as rice, offers a promising solution to address this problem. However, changes in the physical and culinary attributes due to biofortification may hinder consumer acceptance and limit the benefits of this approach. This study assesses the impact of zinc fortification, information, and consumer nutrition knowledge on consumers' willingness to pay (WTP) for rice in Cartagena, Colombia. We used a non-hypothetical experimental auction including 400 consumers. The results indicate that, without labelling and information treatment, zinc-biofortified rice is priced equal to premium-quality rice, and at an 18.8 % premium relative to standard-quality rice, highlighting that the high zinc content did not affect rice quality. Labelling results in an increase in WTP for both zinc-biofortified and premium-quality rice but not for standard-quality rice. Information about the benefits of zinc and the problems of zinc deficiency increases the WTP for zinc-biofortified rice by 8.2 % premium relative to premium-quality rice and a 43.8 % premium relative to standard-quality rice, which was reinforced by participants' nutrition knowledge. These findings provide valuable insights for policymakers and stakeholders aiming to address malnutrition effectively, suggesting the implementation of targeted educational initiatives to enhance consumer acceptance, as well as the rice industry and retailers hoping to produce and market biofortified staple crops. 2025-08 2025-06-04T09:02:34Z 2025-06-04T09:02:34Z Journal Article https://hdl.handle.net/10568/174946 en Open Access application/pdf Elsevier Oswalt, S.; Durand-Morat, A.; Rivera, T.; Gallego, S.; Andrade, R.; McFadden, B.; Bonatti, M. (2025) From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia. Journal of Agriculture and Food Research 22: 102034. ISSN: 2666-1543 |
| spellingShingle | evaluation rice biofortification zinc willingness to pay auctions experimental data Oswalt, Sara Durand-Morat, Alvaro Rivera, Tatiana Gallego, Sonia Andrade, Robert McFadden, Brandon Bonatti, Michelle From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia |
| title | From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia |
| title_full | From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia |
| title_fullStr | From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia |
| title_full_unstemmed | From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia |
| title_short | From deficiency to demand: Consumer preferences for zinc-biofortified rice in Colombia |
| title_sort | from deficiency to demand consumer preferences for zinc biofortified rice in colombia |
| topic | evaluation rice biofortification zinc willingness to pay auctions experimental data |
| url | https://hdl.handle.net/10568/174946 |
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