Abstract
The objective of this paper is to determine food values as applied to leafy vegetables such as Moringa oleifera and to specifically determine how climate change and food security information influence food values using recent advances in best worst scaling. Based on previous research related food values and focus group with consumers and resourceful persons, thirteen food values were identified and included in this study. Data were collected from 174 respondents randomly selected and interviewed in both rural and urban locations. Results suggest that food values such as veganism, nutrition, aesthetic object and social good when applied toMoringa oleifera are among the more important to consumers; while medicine, culture and object of hunger and desire were among the least important to consumers. Our findings further revealed that food values such nutrition is the most important when climate change information is provided to consumers, while technology and culture are the least important food values. Finally, food values such veganism, aesthetic object and nutrition are the most important, whereas food values such as culture is the least important when food security information is provided to consumers.
Highlights
Measuring what matters in food is essential to developing action plans reflecting the concerns of a country
Food activists, political leaders, researchers, food scientists and philosophers have recently mobilized by dedicating their effort, time and research programs to better design strategies aims at combating food insecurity and mitigating climate change that factors affecting producers and consumers decisions related to massive production and evaluating the value chain as known as miracle tree due its multiple uses
The objective of the research reported in this paper is to evaluate consumers’ preferences’ for food values applied to Moringa oleifera
Summary
Measuring what matters in food is essential to developing action plans reflecting the concerns of a country This implies that food can be viewed not as a commodity, and a human right, a part of our culture and history and as well as a means of building community. As suggested in the previous literature, the rating and the best worst scaling are the most popular used approaches to determine the importance of the thirteen food values. In the former, respondents would be asked to generally rate the thirteen food values on a scale from 1 to 5 (where 1=least preferred and 5=most preferred) or 1 to 7 or 1 to 11 depend on studies. This approach forces respondents to discriminate amongst food values
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