Consumer preference and willingness to pay for certified high-iron common bean grains (Phaseolus vulgaris L.) in West Pokot County, Kenya

Abstract

Common beans play an important role in curbing food and nutrition insecurity in Kenya. This has created much interest in the research sector, resulting in the development of high-iron common bean varieties to alleviate iron deficiencies. Despite this development, there is infonrration asymmetry among consumers, especially in distinguishing Nyoza high-iron bean grains from other conventional common bean variety grains. Certification of Nyota high-iron common bean grains would ensure that consumers make informed nutritional choices. In this regard, this study sought to (1) assess the factors likely to influence consumer preference for certified high-iron bean grains, (2) to determine the factors likely to influence consumers’ willingness to pay, and (3) to determine the socio-economic and institutional factors and product attributes likely to influence consumer preference for market outlets. Theory of random utility guided the study. A stratified multistage sampling technique was used to select 384 household decision makers in West Pokot urban centres. Through an exploratory research design, data was collected using semi structured questionnaire, choice cards, standardised focus group discussion guide tool and a key informant guide tool. A mixed logit model, a semidouble-bounded logit model, and a rank-ordered probit choice model were used to assess preference, willingness to pay, and preference for market outlets, respectively. Findings indicated that (90%) and (14%) of household decision makers preferred certification of high iron beans by a public body and a private body respectively, whereas (91%) preferred mandatory labelling, (12%) preferred precooked beans, and (54%) preferred low prices. Age and education were identified as heterogeneous factors. The semidouble-bounded logit model indicated that household decision makers were willing to pay an average price premium of KES 281 per kilogram of certified high iron bean grains. The model could explain 39% of the willingness to pay variance. Willingness to pay was significantly influenced by age, the proportion of monthly income allocated to food items, access to nutrition information, trust in certification agencies and awareness of food certification. The findings revealed that the open- air market outlet was the most preferred (44.99%), cereal shops (25.47%) and supermarkets (21 .80%), while telebased outlets were the least preferred (7.73%). Furthermore, the household decision maker’s sex, education level, occupation status, perceptions of service quality, and distance to the nearest market significantly influenced the preference for market outlets. Interventions for implementing lower pricing, and enhancing consumers trust in certification agencies and nutrition education tailored to age and years of education as well as improving in open air markets is essential. This necessitates a paradigm shift in the norm of stocking and trading unpackaged and uncertified common bean grains to the new reality.