[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/p/ags/iaae15/211346.html
   My bibliography  Save this paper

Information, Branding, Certification, and Consumer Willingness to Pay for High-Iron Pearl Millet: Experimental Evidence from Maharashtra, India

Author

Listed:
  • Banerji, Abhijit
  • Birol, Ekin
  • Karandikar, Bhushana
  • Rampal, Jeevant
Abstract
In this paper we use sensory evaluation methods and Becker-DeGroot-Marschak mechanism to estimate consumer demand for biofortified high-iron pearl millet (HIPM) in Maharashtra, India. Unlike biofortification with provitamin A, biofortification with iron and zinc, does not change the color of the biofortified crop. Therefore, we test the impact of both nutrition information, and branding and certification, as well as the nature of the brand and of the certifying authority (state level versus international), on consumer demand for HIPM. We find that even in the absence of nutrition information, consumers assign a small but significant premium to the HIPM variety relative to the local variety. This is consistent with consumers’ more favorable rating of the sensory characteristics of the high-iron variety. Nutrition information on the health benefits of HIPM increases this premium substantially, and regression analysis reveals that consumers prefer international branding and certification authority to their state-level counterparts.

Suggested Citation

  • Banerji, Abhijit & Birol, Ekin & Karandikar, Bhushana & Rampal, Jeevant, 2015. "Information, Branding, Certification, and Consumer Willingness to Pay for High-Iron Pearl Millet: Experimental Evidence from Maharashtra, India," 2015 Conference, August 9-14, 2015, Milan, Italy 211346, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae15:211346
    DOI: 10.22004/ag.econ.211346
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/211346/files/Banerji_etal_BDM_Maharashtra_pearl%20millet_ICAE%202015.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.211346?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Banerji, A. & Chowdhury, Shyamal K. & de Groote, Hugo & Meenakshi, Jonnalagadda V. & Haleegoah, Joyce & Ewoo, Manfred, 2013. "Using elicitation mechanisms to estimate the demand for nutritious maize: Evidence from experiments in rural Ghana," HarvestPlus working papers 10, International Food Policy Research Institute (IFPRI).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Salomón Pérez & Adewale Oparinde & Ekin Birol & Carolina Gonzalez & Manfred Zeller, 2018. "Consumer acceptance of an iron bean variety in Northwest Guatemala: the role of information and repeated messaging," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 6(1), pages 1-23, December.
    2. Herrington, Caitlin L. & Maredia, Mywish & Ortega, David L. & Taleon, Victor & Birol, Ekin & Sarkar, Abdur Rouf & Rahaman, Shajedur, 2021. "Rural Bangladeshi Consumers' Willingness to Pay for Rice with Improved Nutrition via Zinc Biofortified Rice and Decreased Milling Practices," 2021 Conference, August 17-31, 2021, Virtual 315079, International Association of Agricultural Economists.
    3. Nazli, Hina & Birol, Ekin & Asare-Marfo, Dorene & Tariq, Asjad, 2015. "Wheat Farmers' Preferences for Wheat Traits in Punjab, Pakistan: A Choice Experiment Approach," 2015 Conference, August 9-14, 2015, Milan, Italy 211352, International Association of Agricultural Economists.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shukla, Pallavi & Pullabhotla, Hemant K. & Baylis, Kathy, 2022. "Trouble with zero: The limits of subsidizing technology adoption," Journal of Development Economics, Elsevier, vol. 158(C).
    2. Banerji, Abhijit & Birol, Ekin & Karandikar, Bhushana & Rampal, Jeevant, 2016. "Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India," Food Policy, Elsevier, vol. 62(C), pages 133-141.
    3. Salomón Pérez & Adewale Oparinde & Ekin Birol & Carolina Gonzalez & Manfred Zeller, 2018. "Consumer acceptance of an iron bean variety in Northwest Guatemala: the role of information and repeated messaging," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 6(1), pages 1-23, December.
    4. Shukla, Pallavi & Pullabhotla, Hemant K. & Baylis, Kathy, 2020. "Subsidizing Agricultural Technology Adoption: An Experimental and Behavioral Economics Approach," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304451, Agricultural and Applied Economics Association.
    5. Su, Lianfan & Adam, Brian D. & Lusk, Jayson L. & Arthur, Frank, 2017. "Anchoring, Information, and Fragility of Choice Experiments: An Application to Consumer Willingness to Pay for Rice with Improved Storage Management," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 42(2), May.
    6. Hugo Groote & Clare Narrod & Simon C. Kimenju & Charles Bett & Rosemarie P. B. Scott & Marites M. Tiongco & Zachary M. Gitonga, 2016. "Measuring rural consumers’ willingness to pay for quality labels using experimental auctions: the case of aflatoxin-free maize in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 47(1), pages 33-45, January.
    7. Herrington, Caitlin L. & Maredia, Mywish & Ortega, David L. & Taleon, Victor & Birol, Ekin & Sarkar, Abdur Rouf & Rahaman, Shajedur, 2021. "Rural Bangladeshi Consumers' Willingness to Pay for Rice with Improved Nutrition via Zinc Biofortified Rice and Decreased Milling Practices," 2021 Conference, August 17-31, 2021, Virtual 315079, International Association of Agricultural Economists.
    8. Abedullah, A. & Kouser, S. & Ibrahim, M., 2018. "Consumer preferences and willingness to pay for Aflatoxin- Free Milk in Pakistan," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 275957, International Association of Agricultural Economists.
    9. Nazli, Hina & Birol, Ekin & Asare-Marfo, Dorene & Tariq, Asjad, 2015. "Wheat Farmers' Preferences for Wheat Traits in Punjab, Pakistan: A Choice Experiment Approach," 2015 Conference, August 9-14, 2015, Milan, Italy 211352, International Association of Agricultural Economists.
    10. Murekezi, Abdoul & Oparinde, Adewale & Birol, Ekin, 2017. "Consumer market segments for biofortified iron beans in Rwanda: Evidence from a hedonic testing study," Food Policy, Elsevier, vol. 66(C), pages 35-49.
    11. Cole, Shawn & Fernando, A. Nilesh & Stein, Daniel & Tobacman, Jeremy, 2020. "Field comparisons of incentive-compatible preference elicitation techniques," Journal of Economic Behavior & Organization, Elsevier, vol. 172(C), pages 33-56.

    More about this item

    Keywords

    Crop Production/Industries;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:iaae15:211346. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/iaaeeea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.