Consumer acceptance of an iron bean variety in Northwest Guatemala: The role of information and repeated messaging
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We implement a field experiment in Guatemala to (i) evaluate consumer acceptance of organoleptic characteristics of an iron bean variety; (ii) measure consumer willingness to pay (WTP), for this iron bean variety;, (iii) investigate the role of nutrition information on consumer acceptance of the iron bean variety, and (iv) shed light on to the impact of repetition of information on consumer acceptance. We implement Home Use Testing and Becker – DeGroot-Marshak methods. Results indicate that consumers like both varieties equally, with a few differences in certain organoleptic characteristic. Although the WTP for the iron variety is higher, the difference is not statistically significant. Information plays a positive role in consumer acceptance of the iron variety but repetition of information does not have a significant impact on acceptance. These results are informative for the development and delivery of iron bean varieties for Guatemalan consumers.