This study assesses consumer preferences for peanut butter, a nutritious food option in Kenya, and evaluates whether explicitly stating the food safety and nutritional benefits on food labels can enhance the agribusiness potential by increasing consumer demand for healthier options.
Using a discrete choice experiment, the study analyzes how health and food safety messages, such as “aflatoxin tested,” influence Kenyan consumers’ choices and willingness to pay for labeled peanut butter.
Our findings indicate that labeled food products receive higher evaluations from consumers. Respondents prioritize food safety attributes, specifically being “aflatoxin tested,” over nutritional attributes like being “high in protein.” We also demonstrate that supplementing these labels with explanatory claims significantly increases both the likelihood of selection and willingness to pay for the product.
The hypothetical nature of the experiments and a small, localized sample may limit the generalizability of the results. Future research should include real choice experiments with a broader sample.
This research introduces two novel aspects: first, it employs an experimental approach to evaluate the impact of nutritional labeling on consumer choices, and second, it compares trade-offs between safety and nutrition, providing evidence for policies aimed at reducing malnutrition and enhancing food safety in Kenya.
