Information Framing and Willingness to Pay for Wrap-and-Plant Technology among Smallholder Potato Farmers in Nyandarua, Kenya
DOI:
https://doi.org/10.47604/ijecon.3947Keywords:
Information Framing, Willingness to Pay, Wrap-and-Plant, Potato Cyst Nematodes, Agricultural Technology AdoptionAbstract
Purpose: This study examines whether alternative information framing affects the economic valuation of Wrap-and-Plant (WAP) technology among smallholder potato farmers in Nyandarua County, Kenya, distinguishing the extensive margin of stated adoption from the intensive margin of willingness to pay (WTP).
Methodology: Data from 431 farmers were analysed following exposure to positive yield-gain or negative loss-avoidance framing. WTP was elicited using a double-bounded contingent valuation design and estimated using interval regression. A framing-only specification was followed by a multivariate specification incorporating behavioural, socioeconomic, demographic, farm and market characteristics.
Findings: Stated willingness to adopt was high under both negative framing (94.15%) and positive framing (94.24%). The baseline model showed a KES 266.48 association for negative relative to positive framing (p=0.091). The model-based predicted mean WTP was KES 1,989.26 under negative framing and KES 2,216.04 under positive framing, a difference of KES 226.78 (p=0.040). Attitude was positively associated with WTP (p=0.093), while log per-capita expenditure was positively associated with WTP (p=0.034).
Unique Contribution to Theory, Practice and Policy: The study contributes to agricultural economics by demonstrating that information framing may operate differently across the extensive and intensive margins of technology demand. While framing produced little difference in stated adoption, monetary valuation varied across information conditions. The findings suggest that technology communication, pricing and affordability should be considered jointly when assessing agricultural technology demand.
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Copyright (c) 2026 Wangombe Dennis Ngumi, Dr. Forah Mokua Obebo, PhD
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