Abstract
Improving the sustainability of rice production is important given rice's position as a global staple food and its relatively large environmental footprint. The Sustainable Rice Platform (SRP) initiative aims at increasing the adoption of sustainable practices in rice production globally. We assess Nigerian consumers' perceptions of the SRP sustainability indicators using the Best-Worst Scaling approach to rank SRP sustainability attributes according to their preference shares and examine the effects of demographic characteristics and rice purchasing habits on these shares. The results show that consumers have a strong preference for sustainability indicators associated with food safety and health and safety, and that these preferences are robust across households' demographic and consumption characteristics.
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