Impacts of pre-existing medical conditions on WTP for fortified rice in India

Jacob Manlove () and Adithya Gummadi ()
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Jacob Manlove: Arkansas State University
Adithya Gummadi: Arkansas State University

Economics Bulletin, 2024, vol. 44, issue 3, 804 - 812

Abstract: The use of food fortification to combat nutrient deficiencies has garnered popularity as it has proven to be a cost-effective strategy to combat and prevent many diseases and illnesses associated with nutrient deficiencies. This research aimed to examine the willingness to pay (WTP) of Indian consumers for fortified food products predicated on the addition of the nutrients Iron, Zinc, Folic Acid, Vitamin A, and Vitamin B. Additionally, the impact of pre-existing medical conditions on overall willingness to pay are evaluated. This study finds that Indian consumers are willing to pay more for fortified products. A pre-existing medical condition's impact was positively significant for those diagnosed with heart disease, diabetes and infertility. Based on the results and findings, this study proposes to further strengthen the understanding of food fortification and consumer's understanding of its health implications.

Keywords: fortified food products; India; willingness-to-pay; WTP (search for similar items in EconPapers)
JEL-codes: D1 O1 (search for similar items in EconPapers)
Date: 2024-09-30
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