APPLIED ECONOMICS AND POLICY


Choice experiments and Value- Chain modeling of attribute improvements to increase vegetable consumption in


MIGUEL I. GOMEZ


ROBERT G. TOBIN PROFESSOR OF FOOD MARKETING


Charles H. Dyson School


of Applied Economics and Management Cornell SC Johnson College of Business Cornell University


Kenya Food Policy, 127, August 2024 LINK TO PAPER LINK TO MIGUEL GOMEZ VIDEO


Co-authors • Miguel I. Gomez Robert G. Tobin Professor of Food Marketing, Charles H. Dyson School of Applied Economics and Management, Cornell SC Johnson College of Business, Cornell University


• Jie Li, Senior Research Associate, Charles H. Dyson School of Applied Economics and Management, Cornell SC Johnson College of Business, Cornell University


• Wendy Gonzales, Global Alliance for Improved Nutrition, Switzerland • Eva Monterrosa, Global Alliance for Improved Nutrition, Switzerland • Charles F. Nicholson, University of Wisconsin-Madison


JIE LI SENIOR RESEARCH ASSOCIATE


Cornell Peter and Stephanie Nolan School of Hotel Administration


Cornell SC Johnson College of Business Cornell University


Summary Poor diets contribute to undernutrition and the burden of non-communica-


ble diseases. Improvement of diets through increasing consumption of fruits and vegetables is of global importance. Howerver, existing information about the factors affecting fruit and vegetable consumption often is insufficient for the development and implementation of effective policy and programmatic efforts.


Tis research integrates choice experiments evaluating five potential attribute improvements (two quality levels, safety/hygiene, pre-cutting, and lower ac- quisition time costs) with participatory value-chain modeling to evaluate the potential impact of these attribute improvements on spinach consumption in Kenya. Choice experiment data from 300 households in six counties of Kenya, analyzed with random parameter Logit and panel Tobit models, indicate quality, safety and hygiene, and acquisition time affect purchase probabilities and expected purchase quantity, but the effect of increased convenience is lower. Analyses indicate that all of the attribute improvements would increase consumption even in light of higher value-chain costs, and would facilitate larger sales and profits by value chain actors.


CONTENTS TO MAIN | RESEARCH WITH IMPACT: CORNELL SC JOHNSON COLLEGE OF BUSINESS • 2024 EDITION 15


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