Iron deficiency among children and women of child-bearing age is a
public health problem in many developing countries. Iron-biofortified
varieties of commonly consumed staple crops have the potential to
contribute to the daily iron requirements in diets. This paper examines
consumer acceptance and willingness to pay (WTP) for two iron bean
varieties in Rwanda: red iron bean (RIB) and white iron bean (WIB).
Using the Becker-DeGroot-Marshak mechanism, the paper investigates the
effect of (1) nutrition information; (2) information frame (i.e.,
information emphasizing loss or negative consequences of not having
enough iron in diets versus information emphasizing gains or benefits of
having enough iron in diets); and, (3) the frequency of providing the
information on consumer WTP for iron bean varieties. Econometric models
are used that take into account several issues, such as social
interaction, non-payment effect, and home inventory of beans.
Results indicate that in the absence of information about the
nutritional benefits of the two iron bean varieties, consumers are
willing to pay a large premium for the RIB variety, but not for the WIB
variety, relative to the local variety. The nutrition information
provided has a significantly positive effect on the premium for each of
the iron bean varieties. Results also indicate that the effects of how
the information is framed (i.e., loss versus gain messaging) on this
premium are not statistically significant. However, providing the
nutrition information three times versus once significantly increases
consumer demand for the WIB variety. These findings could inform the
design of efficient delivery and marketing strategies for iron bean
varieties in Rwanda.
Oparinde, A.; Birol, E.; Murekezi, A.; Katsvairo, L.; Diressie, M.T.; Nkundimana, J.d’A.; Butare, L. Consumer Acceptance of Biofortified Iron Beans in Rural Rwanda: Experimental Evidence, HarvestPlus Working Paper No. 18. (2015) 22 pp.