Willingness to Pay for Biofortified Rice in Cartagena, Colombia

This dataset contains the prices offered under experimental conditions by 400 participants for a pound of three types of rice (regular, premium, and biofortified) in the Cartagena municipality in Colombia—furthermore, a brief socio-economic characterization of the participants and their nutrition knowledge. The dataset can be used to identify the willingness to pay for a biofortified crop. To understand this willingness, analyze its variation under different information contexts and examine the potential market segments for this product. Methodology: Experimental Auction with three rounds varying the participants' level of information regarding the rice they were testing. In the case of the characterization in-person one-to-one survey.