Kamga Boubda, Armel RodrigueMagistris, Tiziana de2025-12-302025-12-302025-09-04Kamga Boubda, A. R., & De-Magistris, T. (2025). Consumer’s Willingness to Pay for Novel Healthier Food to Reduce Malnutrition in Africa: A Discrete Choice Experiment Approach. En: Villanueva, A.J., Muñoz-Gómez, S., Jiménez-Fernández, E. & Colombo S. (Ed.) (2025). Libro de actas del XV Congreso de Economía Agroalimentaria. Asociación Española de Economía Agroalimentaria (p. 649-652). AEEA.978-84-09-80947-9GR 1929-2025https://hdl.handle.net/10532/8096In the recent decade, the rapid urbanization of African cities has been accompanied by nutritional transitions as a result of changes in lifestyle and dietary patterns. These changes greatly influence consumers’ food preferences and purchasing decisions and, thus, potentially the development of obesity and other related non-communicable diseases. In the rice sector, these changes have led to the consumption of highly processed products. However, the negative impact associated with the consumption of highly processed rice products of questionable safety and quality value is adding to the public health burden of non-communicable diseases. Thus, understanding consumers’ food preferences to promote healthy food choices that meet populations’ needs becomes essential to fight against the burden of malnutrition in Sub-Sahara Africa. This study aims to investigate the influence of information provision or treatments (positive frame and tasting) on consumers’ willingness to pay for enhanced nutritious rice products (parboiled orylux 6 rice) in the urban city of Bouaké in Côte d’Ivoire. We use the real choice experiment approach in a three-arm randomised control trial design to prompt consumers’ preferences towards novel and healthier rice products in order to help people shift towards sustainable and healthier diets.enAttribution-NonCommercial-NoDerivs 3.0 Spaintexto2025-12-2910.5281/zenodo.17669561ArrozCalidad de la dietaRepublic of the Ivory CoastComportamiento del consumidorHambre cero