CONSUMERS’ CHOICE AND WILLINGNESS TO PAY FOR BIOFORTIFIED FOODS IN GHANA: A STATED PREFERENCE APPROACH

Résumé

Micronutrient malnutrition is a major problem in developing countries, especially vitamin A deficiency. Alternative methods of addressing vitamin A deficiency have been introduced including Biofortification. In this paper, a discrete choice experiment method is used to examine consumer preferences for biofortified rice in Ghana. Specifically, a mixed logit and the generalized multinomial logit models are used to examine consumer preferences and willingness to pay for biofortified rice using a sample of 153 consumers. The econometric modeling revealed that on average, consumers prefer biofortified rice with vision attribute that completely removes blindness, has small grains and is relatively cheap. The results further show that preferences are different across gender groups such as the young, males and females and these variations have to be considered in breeding biofortified crops for consumers.

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