What do urban consumers want? Findings from a discrete choice experiment on the preference for locally produced staple food in Central Africa: Evidence from the Democratic Republic of Congo (DRC)

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ABSTRACT A discrete choice experiment in Kinshasa (DRC) investigated urban consumers' preferences between imports and local options for five staple foods – cassava, rice, maize, sugar and cooking oil – under a random utility model. We also examined how distance, packaging and price influenced consumer choice. To assess whether preferences could be manipulated, we introduced two treatment groups – local, import – and a control group. We did not find support for a preference for imports. Instead, there is a statistically significant preference for local products, with the exception of sugar. Respondents are willing to pay 28% more for local food, a premium quantified at 1540 CF (.93 USD) per kg for maize and 1091CF (.66 USD) per litre for oil. Packaging is an attribute of influence as the willingness to pay (WTP) in full remains positive when products interact with packaging and with price. There is demand for local products for which consumers are willing to pay a premium. Yet, DRC imports 1.5 billion dollars of food yearly with only 10% of its arable land exploited. The increased urban consumption of imports does not signify a bias against local products, but rather points to structural issues undermining local supply. DRC needs to develop local value chains linking rural farmers to urban markets through the transformation of local foods to meet urban needs and to convert the WTP into a producer surplus benefiting rural livelihoods.