Assessment of consumers' preference for orange-fleshed sweet potato puree chapati: A case of rural and urban consumers in Kenya

Owuor Antonate Akinyi, Otieno David Jakinda, Okello Julius Juma, Oluoch‐Kosura Willis, Dufour Dominique. 2024. Assessment of consumers' preference for orange-fleshed sweet potato puree chapati: A case of rural and urban consumers in Kenya. Journal of the Science of Food and Agriculture, 104 (8), n.spéc. Tropical roots, tubers and bananas: New breeding tools and methods to meet consumer preferences : 4722-4728.

Résumé : Background: Orange-fleshed sweetpotato (OFSP) is bio-fortified with vitamin A precursors through breeding and is thus ideal for combating vitamin A deficiency (VAD). One of the potential mechanisms to promote the consumption of OFSP is to enhance its availability through processing into products with a longer shelf life and more desirable to consumers. However, very few farmers and agro-processors practice value addition due to market uncertainties; there is little information on market availability for OFSP products. This study examined consumers' preference for OFSP puree chapati in rural and urban areas of Kenya, using the contingent valuation method. Data was collected from a random sample of 411 sweetpotato consumers and a double-bounded logit model was applied to analyze consumers' willingness to pay (WTP) for OFSP puree chapati. Results: Consumers were willing to pay a price of Kshs 19 (USD0.14) and 35 (USD0.26) for OFSP puree chapati in Homa Bay and Nairobi counties, respectively. The presence of children under five years in a household, consumers' awareness of OFSP products and benefits of consuming OFSP, and level of education had a positive and significant influence on WTP for OFSP puree chapati in both regions. Conclusion: The study demonstrated that consumers exhibited a positive preference for OFSP puree chapati. In order to increase the consumption of OFSP and its value-added products, it is important to promote consumer awareness of OFSP puree chapati and other such nutritious products through cooking demonstrations and other nudging approaches using attractive illustrations and social media platforms that engage mothers and care-givers of children under five years old as well as the youth.

Mots-clés Agrovoc : patate douce, comportement du consommateur, zone urbaine, consommateur, rétinol, enquête auprès des consommateurs, évaluation contingente, acide ascorbique, prix à la consommation

Mots-clés géographiques Agrovoc : Kenya

Mots-clés libres : Orange-fleshed sweet potato, Value addition, Consumer preference, Contingent valuation

Classification Agris : S01 - Nutrition humaine - Considérations générales
Q04 - Composition des produits alimentaires

Champ stratégique Cirad : CTS 3 (2019-) - Systèmes alimentaires

Agences de financement hors UE : Consortium of International Agricultural Research Centers, Centre de Coopération Internationale en Recherche Agronomique pour le Développement, Bill and Melinda Gates Foundation

Projets sur financement : (FRA) Breeding RTB Products for End User Preferences

Auteurs et affiliations

• Owuor Antonate Akinyi, University of Nairobi (KEN) - auteur correspondant
• Otieno David Jakinda, University of Nairobi (KEN)
• Okello Julius Juma, CIP (UGA)
• Oluoch‐Kosura Willis, University of Nairobi (KEN)
• Dufour Dominique, CIRAD-PERSYST-UMR Qualisud (FRA) ORCID: 0000-0002-7794-8671 - auteur correspondant

Source : Cirad-Agritrop (https://agritrop.cirad.fr/605075/)

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