Consumer Acceptance of Biofortified Iron Beans in Rural Rwanda: Experimental Evidence

We examine consumer acceptance of two iron bean varieties in Rwanda: red iron bean (RIB) and white iron bean (WIB). Using the Becker-DeGroot-Marschak mechanism, we investigate the effect of (1) nutrition information; (2) information frame (information emphasizing negative consequences of not having enough iron in diets versus information emphasizing benefits), and (3) the frequency of providing the information, on consumer willingness to pay (WTP) for iron bean varieties. Results indicate that in the absence of information about their nutritional benefits, consumers are willing to pay a large premium for RIB, but not for WIB, relative to the local variety. Nutrition information has a positive effect on the premium for each of the iron bean varieties. We find that the way in which the information is framed has no significant effect on this premium, whereas provision of the information three times versus once significantly increases WTP for WIB.

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JEL Codes:
C35; C93; D12; D83; Q18

 Record created 2017-04-01, last modified 2020-10-28

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