{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,27]],"date-time":"2026-03-27T15:22:11Z","timestamp":1774624931746,"version":"3.50.1"},"reference-count":28,"publisher":"Wiley","issue":"8","license":[{"start":{"date-parts":[[2023,6,29]],"date-time":"2023-06-29T00:00:00Z","timestamp":1687996800000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100016991","name":"Consortium pour la recherche \u00e9conomique en Afrique","doi-asserted-by":"publisher","id":[{"id":"10.13039\/501100016991","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["scijournals.onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["J Sci Food Agric"],"published-print":{"date-parts":[[2024,6]]},"abstract":"<jats:title>Abstract<\/jats:title><jats:sec><jats:title>BACKGROUND<\/jats:title><jats:p>Orange\u2010fleshed sweet potato (OFSP) is bio\u2010fortified with vitamin A precursors through breeding and is thus ideal for combating vitamin A deficiency (VAD). One of the potential mechanisms to promote the consumption of OFSP is to enhance its availability through processing into products with a longer shelf life and more desirable to consumers. However, very few farmers and agro\u2010processors practice value addition due to market uncertainties; there is little information on market availability for OFSP products. This study examined consumers\u2019 preference for OFSP puree <jats:italic>chapati<\/jats:italic> in rural and urban areas of Kenya, using the contingent valuation method. Data was collected from a random sample of 411 sweet potato consumers and a double\u2010bounded logit model was applied to analyze consumers\u2019 willingness to pay (WTP) for OFSP puree <jats:italic>chapati.<\/jats:italic><\/jats:p><\/jats:sec><jats:sec><jats:title>RESULTS<\/jats:title><jats:p>Consumers were willing to pay a price of Kenya shillings (KES) 19 (USD 0.14) and 35 (USD 0.26) for OFSP puree <jats:italic>chapati<\/jats:italic> in Homa Bay and Nairobi counties, respectively. The presence of children under 5\u2009years in a household, consumers\u2019 awareness of OFSP products and benefits of consuming OFSP, and level of education had a positive and significant influence on WTP for OFSP puree <jats:italic>chapati<\/jats:italic> in both regions.<\/jats:p><\/jats:sec><jats:sec><jats:title>CONCLUSION<\/jats:title><jats:p>The study demonstrated that consumers exhibited a positive preference for OFSP puree <jats:italic>chapati.<\/jats:italic> In order to increase the consumption of OFSP and its value\u2010added products, it is important to promote consumer awareness of OFSP puree <jats:italic>chapati<\/jats:italic> and other such nutritious products through cooking demonstrations and other nudging approaches using attractive illustrations and social media platforms that engage mothers and care\u2010givers of children under 5\u2009years old as well as the youth. \u00a9 2023 The Authors. <jats:italic>Journal of The Science of Food and Agriculture<\/jats:italic> published by John Wiley &amp; Sons Ltd on behalf of Society of Chemical Industry.<\/jats:p><\/jats:sec>","DOI":"10.1002\/jsfa.12734","type":"journal-article","created":{"date-parts":[[2023,5,24]],"date-time":"2023-05-24T10:54:27Z","timestamp":1684925667000},"page":"4722-4728","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":6,"title":["Assessment of consumers\u2019 preference for orange\u2010fleshed sweet potato puree <scp><i>chapati<\/i><\/scp>: a case of rural and urban consumers in Kenya"],"prefix":"10.1002","volume":"104","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-5041-3047","authenticated-orcid":false,"given":"Antonate Akinyi","family":"Owuor","sequence":"first","affiliation":[{"name":"Department of Agricultural Economics University of Nairobi  Nairobi Kenya"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9904-0819","authenticated-orcid":false,"given":"David Jakinda","family":"Otieno","sequence":"additional","affiliation":[{"name":"Department of Agricultural Economics University of Nairobi  Nairobi Kenya"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2217-2770","authenticated-orcid":false,"given":"Julius Juma","family":"Okello","sequence":"additional","affiliation":[{"name":"International Potato Centre (CIP)  Kampala Uganda"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Willis","family":"Oluoch\u2010Kosura","sequence":"additional","affiliation":[{"name":"Department of Agricultural Economics University of Nairobi  Nairobi Kenya"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7794-8671","authenticated-orcid":false,"given":"Dominique","family":"Dufour","sequence":"additional","affiliation":[{"name":"CIRAD, UMR Qualisud  Montpellier France"},{"name":"Qualisud, Universit\u00e9 de Montpellier, CIRAD, Montpellier SupAgro Universit\u00e9 d'Avignon, Universit\u00e9 de La R\u00e9union  Montpellier France"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"311","published-online":{"date-parts":[[2023,6,29]]},"reference":[{"key":"e_1_2_8_2_1","first-page":"240","volume-title":"The State of Food Security and Nutrition in the World 2021: Transforming Food Systems for Food Security, Improved Nutrition and Affordable Healthy Diets for all","author":"FAO","year":"2021"},{"key":"e_1_2_8_3_1","unstructured":"OyieS SafariN AnyangoJ ArimiC NyawaB KimeuMet al. 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