Consumer Acceptance of Genetically Biofortified Food in Sub-Saharan Africa: Empirical Evidence from Nigeria

Micronutrient deficiency remains a significant public health challenge in sub-Saharan Africa (SSA), particularly among women of reproductive age and young children. Biofortification of staple crops offers a cost-effective and scalable strategy to address this burden. While conventional breeding has successfully enhanced nutrient content in several crops, its potential is constrained by agronomic limitations. Genetic engineering (GE), including genetic modification (GM) and gene editing (GED), can achieve higher micronutrient levels, target multiple nutrients simultaneously, and reduce development time. However, consumer acceptance remains a major obstacle to the adoption of G biofortified foods. This dissertation investigates consumer acceptance of GE biofortified foods in Nigeria through three complementary studies. The first study employs a discrete choice experiment with 352 participants to examine the effects of information on preferences and willingness to pay (WTP) for biofortified cassava products (gari). Among the respondents, 235 received information treatments highlighting either health benefits alone or health benefits alongside explanations of conventional breeding, GM, and GED. Mixed logit models accounting for attribute non-attendance (ANA) show that consumers are willing to pay a premium for enhanced micronutrient content. However, information about GE processes increased aversion to GM and GED products while reducing ANA. The second study applies a means-end chain framework to explore the cognitive mechanisms underlying consumer preferences. Perceptions of naturalness and the value placed on longevity drive stronger preferences for conventionally bred products relative to GE alternatives. Gene-edited products are perceived as less risky and more acceptable than GM products because they are viewed as free of foreign genetic material, although concerns regarding health and long-term well-being remain central. The third study examines absolute opposition (AO) to GE foods and compares this perspective with a risk–benefit perception framework. While AO emerges in both self-reported and choice-based measures, self-reports substantially overestimate the prevalence of genuine opposition. A novel choice-based approach reveals that many self-identified opponents make choices inconsistent with absolute rejection. Overall, attitudes toward GE foods are driven more by perceived risks and benefits than by true absolute opposition. The findings highlight the need for sustained consumer education, transparent communication, and clear labelling to support informed decision-making. Given positive WTP for enhanced micronutrient content, marketing strategies should emphasize health benefits rather than production methods. Lower aversion to GED than GM suggests promising market potential for gene-edited biofortified foods in Nigeria. Methodologically, the results underscore the importance of accounting for ANA in WTP studies of novel foods. Future research should employ real products, investigate the effects of GE labelling, conduct comparative studies across SSA, and further examine heterogeneity in consumer cognitive structures.

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Consumer Acceptance of Genetically Biofortified Food in Sub-Saharan Africa: Empirical Evidence from Nigeria

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