Stakeholders' reactions toward iodine biofortified foods: an application of protection motivation theory and technology acceptance model

This doctoral dissertation investigates stakeholders' reactions toward iodine biofortified foods. Iodine deficiency alone affects over 2 billion people worldwide, and is particularly prevalent in developing countries. Iodine is an essential trace element found in seafood and iodized salt, as well as certain vegetables and is important for growth and development throughout the body, as well as cognitive development. Given the critical role of iodine in human nutrition, various strategies have been implemented to reduce iodine deficiency and Iodine Deficiency Disorders (IDD). However, despite considerable progress through iodine fortification, the goal is still far from being achieved. Therefore, there is a need to explore the potential of new approaches, such as iodine biofortification. Biofortification is a strategy to enhance micronutrient concentrations in staple crops, either through conventional or transgenic breeding techniques. Given its status as an agriculture-based, micronutrient strategy, a thorough insight into stakeholder reactions is necessary, examining stakeholders from both the demand-side (consumers) and the supply-side (farmers). A conceptual framework bringing together behavioural change models, technology acceptance modelling and an economic valuation technique was developed and tested for use in stakeholder analysis. Six distinct studies were conducted, targeting locations drawn from three East African countries: Kenya; Uganda; and Tanzania, which have high levels of iodine deficiency disorders (IDD) as well as retarded mental and neurological development coupled with poor school performance. These locations meet the criteria for iodine deficiency endemic areas with a large at risk population that seldom benefits from the existing intervention programs. All model constructs in the framework are decisive in determining the uptake of iodine biofortification. Consistent with evaluation of food with nutritional benefits, stakeholders on both the demand (parents and school heads) and supply-side (small-scale farmers) had favourable reactions towards iodine biofortified food, the uptake of which could drastically change the trend in iodine intake in iodine deficiency endemic areas. These findings present a niche opportunity for producers to tap into the demand market created. In principle, the findings could shape the policy terrain for addressing iodine deficiency, as well as ameliorating the nutrition intervention campaign through agricultural-based interventions, such as biofortification.

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