Towards Validating Moringa’s Nutraceutical Benefits: An Examination of Consumers’ Perspectives vis-à-vis Health Benefits Efficacy and Willingness to Pay

This study examined the validity of claimed Nutraceutical benefits of Moringa oleifera products through the lens of consumers’ perceptions and Willingness to Pay (WTP) for perceived benefits. Data were randomly collected from 120 sampled Moringa consumers. Results indicate that knowledge of Moringa oleifera’s benefits is high among respondents and Moringa is consumed for various preventive and curative purposes. On the average, respondents were willing to pay about 5% over and above the current price of Moringa product so as to have access to perceived product’s Nutraceutical benefits. WTP was found to be significantly influenced by perception of efficacy of product’s benefits (p = 0.01), education (p = 0.02) and occupation of respondents (p = 0.03). The study emphasizes the need for further clinical and pharmacological double- blind placebo test trials to ascertain the acclaimed therapeutic benefits of the product.


Issue Date:
Jun 30 2013
Publication Type:
Journal Article
DOI and Other Identifiers:
1804-1930 (Other)
PURL Identifier:
http://purl.umn.edu/152687
Published in:
AGRIS on-line Papers in Economics and Informatics, Volume 05, Number 2
Page range:
11-21
Total Pages:
11
JEL Codes:
GA; IN
Series Statement:
2013
2




 Record created 2017-04-01, last modified 2017-08-27

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)