购买橙肉红薯汁的意愿:肯尼亚农村和城市消费者的比较

Antonate Akinyi Owuor, D. Otieno, J. Okello, W. Oluoch-Kosura
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引用次数: 0

摘要

摘要:包括橙肉红薯(OFSP)在内的生物强化食品作为对抗维生素a缺乏症的一种潜在机制,已在全球范围内得到推广。促进OFSP消费的方法之一是将其加工成更广泛地理覆盖范围的不易腐烂的产品。然而,对于消费者在此类增值产品中所期望的具体属性,缺乏实证见解;这限制了对此类举措的可持续投资。为了填补这一知识空白,本研究使用选择实验方法评估了农村和城市地区消费者为OFSP果汁属性付费的意愿。结果表明,与OFSP和芒果相比,平均每升OFSP果汁,农村消费者愿意为仅含OFSP的果汁或含OFSP和柠檬的果汁分别支付0.58、0.39、0.66、0.75和0.72美元的保费;含添加剂的OFSP果汁;OFSP果汁的原产地标签;OFSP果汁的联合检查和认证,而不是公开检查和认证。相反,农村消费者要求私人而非公共实体参与检查和认证过程的折扣为0.25美元。另一方面,城市消费者愿意为仅使用OFSP的果汁或使用OFSP和柠檬代替OFSP和芒果的果汁分别支付0.93、0.82、2.22、0.32、0.54和0.76美元;添加剂、原产地标签和;私人或联合检查和认证,而不是公开检查果汁。这些发现应该为OFSP果汁的设计提供信息,以满足农村和城市消费者的不同偏好。
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Willingness to Pay for Orange-fleshed Sweet Potato Juice: A Comparison of Rural and Urban Consumers in Kenya
ABSTRACT Bio-fortified foods including orange-fleshed sweet potato (OFSP) have been promoted worldwide as a potential mechanism to combat Vitamin A deficiency. One of the ways to promote consumption of OFSP is to process it into less perishable products with wider geographical coverage. However, there is a dearth of empirical insights on the specific attributes that consumers desire in such value-added products; this constrains sustainable investments in such initiatives. In order to fill this knowledge gap, the current study assessed consumers’ willingness to pay for OFSP juice attributes in rural and urban areas using choice experiment approach. Results showed that on average, for each liter of OFSP juice, rural consumers were willing to pay premiums of USD0.58, 0.39, 0.66, 0.75 and 0.72 respectively for the juice with OFSP only or that with OFSP and lemon as opposed to that with OFSP and mango; OFSP juice with additives; origin labeling of the OFSP juice and; joint inspection and certification of the OFSP juice rather than public inspection and certification. On the contrary, rural consumers demanded a discount of USD0.25 for involvement of private rather than public entities in the inspection and certification process. The urban consumers on the other hand, were willing to pay USD0.93, 0.82, 2.22, 0.32, 0.54 and 0.76 respectively, for juice with OFSP only or that with OFSP and lemon instead of OFSP and mango; additives, origin labeling and; private or joint inspection and certification as opposed to public inspection of the juice. These findings should inform the design of OFSP juices that meet the heterogeneous preferences of the rural and urban consumers.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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