Information and consumer willingness to pay for biofortified yellow cassava: evidence from experimental auctions in Nigeria
利用实验拍卖法，研究尼日利亚两州消费者对生物强化黄木薯的支付意愿，发现营养信息能显著提高溢价，而产品颜色偏好和交付机构类型影响较小。
Abstract In this article, we use the Becker‐DeGroot‐Marschak mechanism to estimate consumer demand for biofortified yellow cassava varieties in two states of Nigeria: Imo in the southeast and Oyo in the southwest. These two states exhibit distinct habitual product color preferences for staple food made with cassava. We estimate the effect of nutrition information campaigns and nature of planting material delivery institutions on consumer demand. Willingness to pay estimations account for the effect of product endowment, censoring in bids and nonpayment. In Oyo, consumers are willing to pay a premium for light yellow cassava variety even in the absence of nutrition information. The article finds that nutrition information results in a large and significant price premium for biofortified cassava in both states, and the nature of delivery institution has no significant effect.