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Social Network Effects on Consumer Willingness to Pay for Biofortified Crops

Micronutrient deficiency, also known as hidden hunger, affects about two billion people globally. Adoption and consumption of micronutrient-enriched—that is, biofortified—staple crops, is a potential solution to alleviating hidden hunger. When creating demand for biofortified crops (seeds or food), social networks may complement “traditional” advertising channels, such as mass media. Ex-ante studies investigating the effects of nutrition information on acceptance of biofortified crops rarely assess explicitly the role of social networks.