Are Consumers in Developing Countries Willing to Pay More for Micronutrient‐Dense Biofortified Foods? Evidence from a Field Experiment in Uganda
通过乌干达实地实验，研究消费者对富含维生素A的生物强化主食的支付意愿，发现口味和营养信息显著影响接受度，且存在假设性偏差。
Vitamin A deficiency is a major health problem in Africa and in many other developing countries. Biofortified staple crops that are high in pro‐vitamin A have the potential to reduce the prevalence of vitamin A deficiency. Using a choice experiment with the real product in Uganda, we quantify the magnitude of the premium or discount in consumers’ willingness‐to‐pay (WTP) that may be associated with it. Results suggest that taste plays an important role in consumer acceptance, and the provision of nutrition information does translate into substantial premiums for the biofortified variety. There is a substantial hypothetical bias in the WTP for the new varieties, and while cheap talk mitigates this bias, it does not eliminate it.