14pgs, As an unobservable attribute, food safety is likely to be under-provided by markets where regulatory enforcement is weak. In such settings, stimulating consumer demand for safer food can potentially encourage market actors to invest in food safety. Through a randomized trial in Kenya, we test the impact of informing consumers about which maize flour brands are most likely to comply with the regulatory standard for aflatoxin, a carcinogenic fungal byproduct. Providing information on safer brands alone does not significantly affect consumption behavior. However, when the same information is combined with a test performed on the maize flour stocked by the household, the likelihood that a safer brand is consumed 2 months later is 76% higher than in the comparison group. Our findings suggest that providing information on the relative riskiness of substitute foods could encourage consumers to make safer choices.
Dickrell, Peter A. (author) and McCracken, Vicki A. (author)
Format:
Report
Publication Date:
1987
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 93 Document Number: C07076
Notes:
James F. Evans Collection; Highlights and Table of Contents, Pullman, WA : IMPACT Center, College of Agricultural and Home Economics, Washington State University, [1987]. Information Series no. 14. 43 p., U.S. consumers' past acceptance of food technologies (microwaves, artificial sweeteners, etc.) and their current decision-making process were examined in this study in order to assess potential acceptance and usage of irradiation foods. Benefits of food irradiation are explained.
