Quality and psychosocial factors influencing purchase of orange‐fleshed sweet potato bread

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cg.authorship.typesCGIAR and developing country instituteen
cg.contributor.affiliationInternational Potato Centeren
cg.contributor.affiliationUniversity of Nairobien
cg.contributor.affiliationSwedish University of Agricultural Sciencesen
cg.contributor.crpRoots, Tubers and Bananas
cg.contributor.donorDepartment for International Development, United Kingdomen
cg.contributor.donorBill & Melinda Gates Foundationen
cg.contributor.donorUnited States Agency for International Developmenten
cg.contributor.donorAfrican Economic Research Consortiumen
cg.coverage.countryKenya
cg.coverage.iso3166-alpha2KE
cg.coverage.regionAfrica
cg.coverage.regionEastern Africa
cg.creator.identifierJulius Juma Okello: 0000-0003-2217-2770en
cg.creator.identifierJan Low: 0000-0001-8170-6045en
cg.creator.identifierGuy Gaston HAREAU ALGORTA: 0000-0002-8458-9259en
cg.creator.identifierSimon Heck: 0000-0001-9276-5227en
cg.identifier.doihttps://doi.org/10.1111/ijfs.14822en
cg.isijournalISI Journalen
cg.issn1365-2621en
cg.issue3en
cg.journalInternational Journal of Food Science and Technologyen
cg.subject.cipBIOFORTIFICATIONen
cg.subject.cipINCLUSIVE GROWTHen
cg.subject.cipNUTRITIONen
cg.subject.cipSWEETPOTATOESen
cg.subject.cipSWEETPOTATO AGRI-FOOD SYSTEMSen
cg.volume56en
dc.contributor.authorOkello, J.J.en
dc.contributor.authorShiundu, F.M.en
dc.contributor.authorMwende, J.en
dc.contributor.authorLagerkvist, Carl Johanen
dc.contributor.authorNyikal, R.A.en
dc.contributor.authorMuoki, Penina Ngusyeen
dc.contributor.authorMburu, J.en
dc.contributor.authorLow, Jan W.en
dc.contributor.authorHareau, Guyen
dc.contributor.authorHeck, S.en
dc.date.accessioned2020-11-18T03:04:32Zen
dc.date.available2020-11-18T03:04:32Zen
dc.identifier.urihttps://hdl.handle.net/10568/110215
dc.titleQuality and psychosocial factors influencing purchase of orange‐fleshed sweet potato breaden
dcterms.abstractThis 2018 study, conducted in six Tusky's supermarkets in Nairobi, Kenya, combined the Just‐About‐Right, Penalty and Mean‐End‐Chain analyses to examine the quality and psychosocial factors influencing the purchase of a novel bread made from orange‐fleshed sweet potato (OFSP), a biofortified crop, focusing on sixty‐one male and eighty female urban OFSP bread buyers recruited at point of purchase. It finds that sensory and psychosocial factors drive purchasing decisions and that some of the bread's sensory characteristics are misaligned with consumers' expectations. It also finds that women and men’s evaluations of the bread's characteristics are different, as are their motivations for purchase. However, good sensory attributes and the knowledge of the bread's nutritional value were key drivers. Some misaligned characteristics reveal levers for the reformulation of the bread and present opportunities for segmenting the market. Several other implications of the findings for policy and future improvement of the bread are discussed.en
dcterms.accessRightsOpen Access
dcterms.audienceScientistsen
dcterms.audienceCGIARen
dcterms.available2020-11-05en
dcterms.bibliographicCitationOkello, J.J., Shiundu, F.M., Mwende, J. Lagerkvist, C.J., Nyikal, R.A., Muoki, P., Mburu, J., Low, J.W., Hareau, G., Heck, S. (2020). Quality and psychosocial factors influencing purchase of orange‐fleshed sweet potato bread. International Journal of Food Science and Technology. ISSN 1365-2621. First published 28Sep2020en
dcterms.extentpp. 1432-1446en
dcterms.issued2021-03en
dcterms.languageen
dcterms.licenseCC-BY-4.0
dcterms.publisherWileyen
dcterms.subjectsweet potatoesen
dcterms.subjectbiofortificationen
dcterms.subjectconsumer behaviouren
dcterms.typeJournal Article

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