Consumption behaviour and determinants for willingness to pay for cassava flour attributes in Northwestern Uganda

Abstract

Cassava (Manihot esculenta Crantz) flour emerges to be a potential substitute to several foodstuffs, currently referred to as staple crops. With market expansion of flour-based industries, it is vital to understand underlining issues that shape the cassava flour consumption trajectory, in order to expand the market to be able to address household food income insecurity. The objective of this study was to analyse the consumer consumption behaviour, preferences and willingness to pay for cassava flour attributes in Northwestern Uganda. Data on preferred quality attributes of cassava flour were collected from 420 households, using a questionnaire that incorporated a discrete choice experiment. Results from the mixed logit model suggest that sweet taste, odourless, fine texture, and swelling flours positively influenced consumer preference. Findings point to consumer readiness to pay a higher price for the preferred non-colour attributes. Factors including age, household income and location influence willingness to pay for cassava flour attributes. Beyond observable factors, consumer perception and gender roles also influenced willingness to pay for flour attributes. Cassava breeders, technology promoters and new emerging cassava flour markets should incorporate identified quality attributes into their programmes to improve technology uptake.