Call Prefix : PR-T

Call Suffix : 2025

Call Cutter : D - AgEc 72

Location : SEARCA Library

Format : Printed

Publisher : Kasetsart University

Publication Date : 2025

Publication Place : Bangkok, Thailand

Summary : Myanmar faces significant nutritional challenges, including high rates of anemia, stunting, and wasting, as well as an increasing prevalence of diet-related non-communicable diseases. Given the country's high per capita rice consumption, fortified rice presents a culturally appropriate and practical intervention to address these issues. This study aims to identify the factors associated with consumer preferences for nutritious rice and to estimate the willingness to pay (WTP) for fortified rice in Myanmar. Data were collected from 481 participants in Naypyitaw, the administrative capital. A binary logit model was employed to identify factors associated with the choice of nutritious rice. The study also used a Becker­DeGroot-Marschak (BDM) experimental auction with a 2x2 design, under four treatments: control, labeling, tasting, and label-tasting, to evaluate the WTP for fortified rice. Results revealed that only 4% of respondents currently consume nutritious rice, while 13% have consumed it in the past three years. Among nutritious rice options, fortified rice was the most consumed. Binary logit regression identified several factors significantly associated with increased likelihood of nutritious rice consumption: higher education, greater income, presence of health-vulnerable household members, and positive health behaviors. In contrast, perceived barriers related to availability and affordability were significant obstacles to consumption. The premium for fortified rice was consistent across treatment groups, averaging approximately 1,700 MMK (about 0.8 USD) per kilogram. Regression analyses showed no significant treatment effects on individual WTP; however, the treatments did not negatively impact choices, suggesting consumers are not rejecting fortified rice. Therefore, promoting rice fortification seems feasible, although labeling and tasting alone are insufficient. Based on these findings, government agencies should focus on improving consumer knowledge and awareness of the health benefits of nutritious rice, particularly fortified rice. Additionally, policies should be implemented to enhance its affordability and accessibility to increase consumption and improve dietary health in Myanmar.