Bangladeshi Consumers’ Willingness to Pay for Rice with Improved Nutrition Via Biofortified Zinc Rice and Decreased Milling Practices

Consumers’ valuation of a biofortified crop: Evidence from a laboratory experiment

“…In particular, subjects were willing to pay, on average, 15% more after receiving zinc-biofortified rice information than before receiving information. This result is consistent with the findings of Banerji et al (2016) and Herrington et al (2021) that consumers are willing to pay premiums for biofortified crops when they are exposed to their nutritional information. Therefore, we suggest substantial investments in informational campaigns promoting the health benefits of zinc-biofortified rice can be instrumental in reducing zinc deficiency in developing nations like Bangladesh.…”

“…Based on the findings of Banerji et al (2016), Woods et al (2020), andHerrington et al (2021), we hypothesize that participants in our study will increase their WTP for zinc-biofortified rice when exposed to information about zinc-biofortified rice and its health benefits (first hypothesis). Recent studies by Toledo and Villas-Boas (2019) and Meerza & Gustafson (2020) documented that negative information about a particular product affects not only its valuations but also its substitute.…”

“…1 Previous relevant studies provide limited guidance on consumers' acceptance of and willingness to pay (WTP) for mineral attributes of the crop, particularly zinc-biofortified rice-credence good. Exceptions include Banerji et al (2016), Woods et al (2020), andHerrington et al (2021). Using a consumer sensory study, Woods et al (2020) identified that zinc-biofortified and non-biofortified rice varieties were, at least, equally accepted in Bolivia and Colombia.…”

“…Using a consumer sensory study, Woods et al (2020) identified that zinc-biofortified and non-biofortified rice varieties were, at least, equally accepted in Bolivia and Colombia. On the other hand, Herrington et al (2021) employed a laboratory valuation experiment and found that consumers in rural Bangladesh were willing to pay, on average, a 6% premium for zincbiofortified rice more than popular non-biofortified rice. On the other hand, Banerji et al ( 2016) estimated consumers' WTP for high-iron pearl millet in Maharashtra, India.…”