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

Simple item page
cg.authorship.typesCGIAR and developing country instituteen_US
cg.contributor.affiliationInternational Potato Centeren_US
cg.contributor.affiliationUniversity of Nairobien_US
cg.contributor.affiliationSwedish University of Agricultural Sciencesen_US
cg.contributor.crpRoots, Tubers and Bananasen_US
cg.contributor.donorDepartment for International Development, United Kingdomen_US
cg.contributor.donorBill & Melinda Gates Foundationen_US
cg.contributor.donorUnited States Agency for International Developmenten_US
cg.contributor.donorAfrican Economic Research Consortiumen_US
cg.coverage.countryKenyaen_US
cg.coverage.iso3166-alpha2KEen_US
cg.coverage.regionAfricaen_US
cg.coverage.regionEastern Africaen_US
cg.creator.identifierJulius Juma Okello: 0000-0003-2217-2770en_US
cg.creator.identifierJan Low: 0000-0001-8170-6045en_US
cg.creator.identifierGuy Gaston HAREAU ALGORTA: 0000-0002-8458-9259en_US
cg.creator.identifierSimon Heck: 0000-0001-9276-5227en_US
cg.identifier.doihttps://doi.org/10.1111/ijfs.14822en_US
cg.isijournalISI Journalen_US
cg.issn1365-2621en_US
cg.issue3en_US
cg.journalInternational Journal of Food Science and Technologyen_US
cg.subject.cipBIOFORTIFICATIONen_US
cg.subject.cipINCLUSIVE GROWTHen_US
cg.subject.cipNUTRITIONen_US
cg.subject.cipSWEETPOTATOESen_US
cg.subject.cipSWEETPOTATO AGRI-FOOD SYSTEMSen_US
cg.volume56en_US
dc.contributor.authorOkello, J.J.en_US
dc.contributor.authorShiundu, F.M.en_US
dc.contributor.authorMwende, J.en_US
dc.contributor.authorLagerkvist, Carl Johanen_US
dc.contributor.authorNyikal, R.A.en_US
dc.contributor.authorMuoki, P.en_US
dc.contributor.authorMburu, J.en_US
dc.contributor.authorLow, Jan W.en_US
dc.contributor.authorHareau, Guyen_US
dc.contributor.authorHeck, S.en_US
dc.date.accessioned2020-11-18T03:04:32Zen_US
dc.date.available2020-11-18T03:04:32Zen_US
dc.identifier.urihttps://hdl.handle.net/10568/110215en_US
dc.titleQuality and psychosocial factors influencing purchase of orange‐fleshed sweet potato breaden_US
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_US
dcterms.accessRightsOpen Accessen_US
dcterms.audienceScientistsen_US
dcterms.audienceCGIARen_US
dcterms.available2020-11-05en_US
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_US
dcterms.extentpp. 1432-1446en_US
dcterms.issued2021-03en_US
dcterms.languageenen_US
dcterms.licenseCC-BY-4.0en_US
dcterms.publisherWileyen_US
dcterms.subjectsweet potatoesen_US
dcterms.subjectbiofortificationen_US
dcterms.subjectconsumer behaviouren_US
dcterms.typeJournal Articleen_US

Files

License bundle

Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.75 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

CIP Journal Articles
Development and delivery of biofortified crops at scale
RTB Journal Articles