Abstract
Biofortification is increasingly being recognized as a cost-effective strategy to combat micronutrient deficiencies, particularly among vulnerable populations with limited access to large-scale food fortification or supplementation. The introduction of Biofortified Iron Beans (BIBs) offers a promising solution to iron deficiency, which is prevalent in many developing countries. Despite promotional efforts, awareness and adoption of BIBs in Kenya remain low. This study applies an extended Theory of Planned Behavior (TPB) framework to assess knowledge, attitudes, and consumption intentions for BIBs. Using data from 561 consumers in Nairobi (an urban center) and Bomet (a key bean production area), we examine rural-urban and gender differences in the awareness and uptake of BIBs. Descriptive analysis revealed that only 10 percent of the consumers were aware of BIBs, with higher awareness among rural and female respondents. This points to gender and regional disparities in nutritional and market knowledge. Notably, low awareness in production zones suggests that commercialization strategies may prioritize urban markets, limiting access to local producers. The ordered Probit regression results show that attitudes significantly predict BIB consumption intentions, especially among urban consumers who often hold mixed or unclear information about BIBs. Female consumers exhibited stronger negative attitudes regarding the safety and suitability of BIBs, which may hinder their uptake. However, subjective norms, particularly from women’s family members, household heads, and health workers, positively influence intentions, emphasizing women’s critical role in promoting adoption. Perceived behavioral control, shaped by access to finance, food decision-making power, and information, also influences uptake. Consumers with lower wealth levels are more open to adopting BIBs, potentially reducing their vulnerability to iron deficiencies. These findings highlight the need for targeted nutrition education that addresses misinformation and gender-specific concerns. Integrating community health workers into promotion efforts and designing BIB commercialization models that emphasize both income and nutritional goals could enhance uptake, especially in producer communities.
