CONSUMERS’ WILLINGNESS TO PAY FOR CERTIFIED HIGH IRON BEANS

Abstract

This study surveyed household decision makers to determine the willingness to pay (WTP) a premium price for certified high-iron common beans and the underlying determinants in the urban areas of West Pokot County, Kenya. The data were collected from 384 respondents selected through a stratified multistage sampling technique using a pretested semi structured questionnaire. A one-and-one-half bounded contingent valuation method was utilized to assess WTP. The data were analyzed in R Software. Household decision makers were willing to pay an average price premium of Kenya Shillings 281 per kilogram. WTP was significantly influenced by age, the proportion of monthly income allocated to food items, access to nutrition information, relative trust in nutritional claims, relative trust in certification agencies and awareness of food certification. Interventions for implementing lower pricing and enhancing the trust and awareness levels of public certification agencies could be appropriate. Prices may gradually be raised once trust and familiarity with high iron common beans, have diffused among consumer segments.

Keywords

• food certification
• high-iron common beans
• urban consumers
• willingness to pay