This study used a field experiment and the means-end chain approach to examine the effect of providing information on the biofortification process on consumers’ acceptance of orange-fleshed sweetpotato (OFSP). Negative, positive, and neutral information about the biofortification were verbally provided. Images were used to reinforce the verbal information. Meaning representation (mental models) of various constructs relating to OFSP was assessed. We found that the structure of mental constructs differed depending on the type of information provided and concluded that the type of information consumers receive about the biofortification process affects OFSP acceptance. Implications of the findings for policy and development practice are discussed.
Does information on food production technology affect consumers’ acceptance of biofortified foods? Evidence from a field experiment in Kenya.
Citation: Okello, J.J.; Lagerkvist, C.J.; Muoki, P.; Heck, S.; Prain, G. 2018. Does information on food production technology affect consumers' acceptance of biofortified foods? Evidence from a field experiment in Kenya. Journal of Agricultural and Food Information. ISSN 1049-6505. v19(3). pp. 237-254