Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India

Vista sencilla de ítem
dc.creatorBirol, Ekin
dc.creatorKarandikar, Bhushana
dc.creatorRampal, Jeevant
dc.creatorBanerji, Abhijit
dc.date2015-04-14
dc.date2024-08-01T02:49:38Z
dc.date2024-08-01T02:49:38Z
dc.date.accessioned2026-06-27T15:47:08Z
dc.descriptionIn this paper we use sensory evaluation methods adopted from food science literature and the Becker-DeGroot-Marschak mechanism adopted from economic valuation literature to estimate consumer demand for biofortified high-iron pearl millet (HIPM) in Maharashtra, India. Unlike biofortification with provitamin A, biofortification with minerals, such as iron and zinc, does not change the color or the appearance 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 international certification authority to their state-level counterparts.
dc.formatapplication/pdf
dc.identifierhttps://hdl.handle.net/10568/149625
dc.identifier.urihttp://hdl.handle.net/123456789/114556
dc.languageen
dc.publisherInternational Food Policy Research Institute
dc.relationhttps://doi.org/10.1016/j.foodpol.2016.06.003
dc.rightsOpen Access
dc.sourceBanerji, A.; Birol, Ekin; Karandikar, Bhushana and Rampal, Jeevant. 2015. Information, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India. HarvestPlus Working Paper 17. Washington, DC: International Food Policy Research Institute. https://hdl.handle.net/10568/149625
dc.subjectbecker-degroot-marschak mechanism
dc.subjectpearl millet
dc.subjectbiofortification
dc.subjectconsumer behaviour
dc.subjectdemand
dc.subjectmillets
dc.subjectnutrition
dc.subjectiron
dc.titleInformation, branding, certification, and consumer willingness to pay for high-iron pearl millet: Evidence from experimental auctions in Maharashtra, India
dc.typeReport

Archivos

Colecciones

Instituto Internacional de Investigación sobre Políticas Alimentarias (IFPRI)