Vitamin A deficiency is a major health problem in Africa and in many
other developing countries. Biofortified staple crops that are high in
pro-vitamin A have the potential to reduce the prevalence of vitamin A
deficiency. Using a choice experiment with the real product in Uganda,
we quantify the magnitude of the premium or discount in consumers’
willingness-to-pay (WTP) that may be associated with it. Results suggest
that taste plays an important role in consumer acceptance, and the
provision of nutrition information does translate into substantial
premiums for the biofortified variety. There is a substantial
hypothetical bias in the WTP for the new varieties, and while cheap talk
mitigates this bias, it does not eliminate it.
Research also published as HarvestPlus Working Paper No. 3.
American Journal of Agricultural Economics (2011) 93 (1) 83-97 [doi: 10.1093/ajae/aaq121]