Understanding market preference for fresh fruits and vegetables: A choice experiment approach

cg.authorship.typesCGIAR and developing country instituteen
cg.contributor.affiliationInternational Center for Tropical Agricultureen
cg.contributor.affiliationTwiga Food Limiteden
cg.contributor.crpBig Data
cg.coverage.regionAfrica
cg.creator.identifierChristine G.Kiria Chege: 0000-0001-8360-0279
cg.creator.identifierOnyango Kevin: 0000-0002-0196-4384
cg.subject.alliancebiovciatFOOD SYSTEMSen
cg.subject.alliancebiovciatMARKETSen
cg.subject.alliancebiovciatNUTRITIONen
cg.subject.alliancebiovciatVALUE CHAINSen
cg.subject.impactAreaNutrition, health and food security
cg.subject.sdgSDG 2 - Zero hungeren
cg.subject.sdgSDG 12 - Responsible consumption and productionen
dc.contributor.authorChege, Christine Gacheri Kiriaen
dc.contributor.authorWanyama, R.en
dc.contributor.authorOnyango, Kevinen
dc.contributor.authorKabach, J.en
dc.contributor.authorLundy, Mark M.en
dc.date.accessioned2021-12-16T12:00:54Zen
dc.date.available2021-12-16T12:00:54Zen
dc.identifier.urihttps://hdl.handle.net/10568/116792
dc.titleUnderstanding market preference for fresh fruits and vegetables: A choice experiment approachen
dcterms.abstractEvidence shows that consumption of fresh fruits and vegetables (FFV) in most low-and middle-income countries remains significantly below the recommended dietary requirements (Willet et al., 2019). This is attributed to multiple interrelated factors including limited availability, accessibility, affordability, and culture and preferences. Especially in low-income urban households, high price of FFV is a significant constraint towards their adequate consumption (Schreinemachers et al., 2018). Even so, price is often seen as a function of a combination of product attributes and individual characteristics, which influence buyers’ decisions, and not the product itself. While it is important to understand the drivers of FFV intake among consumers, focusing on one end of the value chain may not reveal the complexity of factors influencing consumption. Understanding the behavior of other value chain actors may contribute to enhancing the efficiency of the value chain to make FFV more available, and thus accessible to low-income consumers. A lot of studies focus on commodity attributes preferred by consumers (references). Recent studies show that the food environment , the space where consumers interact with food, has an influence on consumer behavior and diets. The kind of food made available, accessible and affordable to consumers and how they are presented to the, influence what consumers eat which eventually has and influence on their diets, nutrition and health (Chege et al., 2021; Herforth, and Ahmed, (2015). This study seeks to understand market preferences for FFV by focusing on vendors operating in poor urban neighborhoods of Nairobi, Kenya. This is important for several reasons; first, vendors preferences are a reflection of consumer preferences, so this will also help to understand attributes consumers look for when buying FFV. Secondly, the results from this study would provide important information on how FFV wholesalers can package their product to meet vendors’ preferences.en
dcterms.accessRightsLimited Access
dcterms.audienceScientistsen
dcterms.bibliographicCitationChege, C.G.K.; Wanyama, R.; Onyango, K.; Kabach, J.; Lundy, M. (2021) Understanding market preference for fresh fruits and vegetables: A choice experiment approach. 20 p.en
dcterms.extent20 p.en
dcterms.issued2021-11
dcterms.languageen
dcterms.licenseCopyrighted; all rights reserved
dcterms.subjectconsumer behaviouren
dcterms.subjectfresh productsen
dcterms.subjectfood safetyen
dcterms.subjectnutritionen
dcterms.subjectmarketsen
dcterms.subjectcomportamiento del consumidoren
dcterms.subjectproductos frescosen
dcterms.subjectinocuidad alimentariaen
dcterms.subjectnutriciónen
dcterms.typeReport

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