Using a Discrete Choice Experiment to Elicit the Demand for a Nutritious Food: Willingness-to-Pay for Orange Maize in Rural Zambia

J.V. Meenakshi, Abhijit Banerji, Victor Manyong, Keith Tomlins, Priscilla Hamukwala and Nitya Mittal
Additional contact information
Abhijit Banerji: Department of Economics, Delhi School of Economics, Delhi, India
Victor Manyong: International Institute of Tropical Agriculture
Keith Tomlins: Natural Resources Institute, University of Greenwich
Priscilla Hamukwala: University of Zambia
Nitya Mittal: Department of Economics, Delhi School of Economics, Delhi, India

No 186, Working papers from Centre for Development Economics, Delhi School of Economics

Abstract: Using a discrete choice experiment, this paper estimates the willingness to pay for biofortified orange maize in rural Zambia. The study design has five treatment arms, which enable an analysis of the impact of nutrition information, comparing the use of simulated radio versus community leaders in transmitting the nutrition message, on willingness to pay, and to account for possible novelty effects in the magnitude of premiums or discounts. The estimation strategy also takes into account lexicographic preferences of a subset of our respondents. The results suggest that (a) orange maize is well liked and can compete with white maize in the absence of a nutrition campaign, (b) there is a premium for orange maize with nutrition information, and (c) the mode of nutritional-message dissemination does not have a large impact on consumer acceptance, and (d) novelty effects do not translate into higher willingness to pay for orange maize.

Pages: 30 pages
Date: 2010-06
New Economics Papers: this item is included in nep-afr, nep-agr, nep-cbe, nep-dcm and nep-mkt
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Journal Article: Using a discrete choice experiment to elicit the demand for a nutritious food: Willingness-to-pay for orange maize in rural Zambia (2012)
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