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Consumer preferences for micronutrient strategies in China: a comparison between folic acid supplementation and folate biofortification

Hans De Steur UGent, Shuyi Feng, Shi Xiaoping and Xavier Gellynck UGent (2014) PUBLIC HEALTH NUTRITION. 17(6). p.1410-1420
abstract
Objective: Despite public health efforts, folate deficiency is still largely prevalent in poor, rural populations and continues to cause a large burden of disease. The present paper determines and compares consumer preferences for two folate strategies: folic acid supplementation v. folate biofortification, i.e. the enhancement of the folate content in staple crops. Design: Experimental auctions with non-repeated information rounds are applied to rice in order to obtain willingness-to-pay for folate products. Thereby, GM or non-GM folate-biofortified rice (FBR) is auctioned together with rice that is supplemented with free folic acid pills (FAR). Setting: Shanxi Province (China) as a high-risk region of folate deficiency. Subjects: One hundred and twenty-six women of childbearing age, divided into a school (n 60) and market sample (n 66). Results: Despite differences according to the targeted sample, a general preference for folate biofortification is observed, regardless of the applied breeding technology. Premiums vary between 33.9% (GM FBR), 36.5% (non-GM FBR) and 19.0% (FAR). Zero bidding behaviour as well as the product choice question, respectively, support and validate these findings. The targeted sample, the timing of the auction, the intention to consume GM food and the responsibility for rice purchases are considered key determinants of product choice. A novel ex-post negative valuation procedure shows low consistency in zero bidding. Conclusions: While the low attractiveness of FAR provides an additional argument for the limited effectiveness of past folic acid supplementation programmes, the positive reactions towards GM FBR further support its potential as a possible complementary micronutrient intervention.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
WILLINGNESS-TO-PAY, NEURAL-TUBE DEFECTS, folid acid supplementation, Consumer preferences, folate biofortification, auctions, China, GENETICALLY-MODIFIED FOOD, EXPERIMENTAL AUCTIONS, HIGH PREVALENCE, SHANXI PROVINCE, GOLDEN RICE, NORTHERN CHINA, BIOTECH FOODS, GM FOODS
journal title
PUBLIC HEALTH NUTRITION
Public Health Nutr.
volume
17
issue
6
pages
1410 - 1420
Web of Science type
Article
Web of Science id
000337758400026
JCR category
PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH
JCR impact factor
2.679 (2014)
JCR rank
41/165 (2014)
JCR quartile
1 (2014)
ISSN
1368-9800
DOI
10.1017/S1368980013000682
language
English
UGent publication?
yes
classification
A1
copyright statement
I have transferred the copyright for this publication to the publisher
id
4383807
handle
http://hdl.handle.net/1854/LU-4383807
date created
2014-05-15 10:05:20
date last changed
2016-12-19 15:43:16
@article{4383807,
  abstract     = {Objective: Despite public health efforts, folate deficiency is still largely prevalent in poor, rural populations and continues to cause a large burden of disease. The present paper determines and compares consumer preferences for two folate strategies: folic acid supplementation v. folate biofortification, i.e. the enhancement of the folate content in staple crops.
Design: Experimental auctions with non-repeated information rounds are applied to rice in order to obtain willingness-to-pay for folate products. Thereby, GM or non-GM folate-biofortified rice (FBR) is auctioned together with rice that is supplemented with free folic acid pills (FAR).
Setting: Shanxi Province (China) as a high-risk region of folate deficiency. 
Subjects: One hundred and twenty-six women of childbearing age, divided into a school (n 60) and market sample (n 66).
Results: Despite differences according to the targeted sample, a general preference for folate biofortification is observed, regardless of the applied breeding technology. Premiums vary between 33.9\% (GM FBR), 36.5\% (non-GM FBR) and 19.0\% (FAR). Zero bidding behaviour as well as the product choice question, respectively, support and validate these findings. The targeted sample, the timing of the auction, the intention to consume GM food and the responsibility for rice purchases are considered key determinants of product choice. A novel ex-post negative valuation procedure shows low consistency in zero bidding.
Conclusions: While the low attractiveness of FAR provides an additional argument for the limited effectiveness of past folic acid supplementation programmes, the positive reactions towards GM FBR further support its potential as a possible complementary micronutrient intervention.},
  author       = {De Steur, Hans and Feng, Shuyi and Xiaoping, Shi and Gellynck, Xavier},
  issn         = {1368-9800},
  journal      = {PUBLIC HEALTH NUTRITION},
  keyword      = {WILLINGNESS-TO-PAY,NEURAL-TUBE DEFECTS,folid acid supplementation,Consumer preferences,folate biofortification,auctions,China,GENETICALLY-MODIFIED FOOD,EXPERIMENTAL AUCTIONS,HIGH PREVALENCE,SHANXI PROVINCE,GOLDEN RICE,NORTHERN CHINA,BIOTECH FOODS,GM FOODS},
  language     = {eng},
  number       = {6},
  pages        = {1410--1420},
  title        = {Consumer preferences for micronutrient strategies in China: a comparison between folic acid supplementation and folate biofortification},
  url          = {http://dx.doi.org/10.1017/S1368980013000682},
  volume       = {17},
  year         = {2014},
}

Chicago
De Steur, Hans, Shuyi Feng, Shi Xiaoping, and Xavier Gellynck. 2014. “Consumer Preferences for Micronutrient Strategies in China: a Comparison Between Folic Acid Supplementation and Folate Biofortification.” Public Health Nutrition 17 (6): 1410–1420.
APA
De Steur, H., Feng, S., Xiaoping, S., & Gellynck, X. (2014). Consumer preferences for micronutrient strategies in China: a comparison between folic acid supplementation and folate biofortification. PUBLIC HEALTH NUTRITION, 17(6), 1410–1420.
Vancouver
1.
De Steur H, Feng S, Xiaoping S, Gellynck X. Consumer preferences for micronutrient strategies in China: a comparison between folic acid supplementation and folate biofortification. PUBLIC HEALTH NUTRITION. 2014;17(6):1410–20.
MLA
De Steur, Hans, Shuyi Feng, Shi Xiaoping, et al. “Consumer Preferences for Micronutrient Strategies in China: a Comparison Between Folic Acid Supplementation and Folate Biofortification.” PUBLIC HEALTH NUTRITION 17.6 (2014): 1410–1420. Print.