Date of Graduation

12-2025

Document Type

Thesis

Degree Name

Master of Science in Agricultural Economics (MS)

Degree Level

Graduate

Department

Agricultural Economics and Agribusiness

Advisor/Mentor

Nalley, Lawton

Committee Member

Durand-Morat, Alvaro

Second Committee Member

McFaddon, Brandon

Keywords

Consumer behavior; Health and nutrition economics; Low glycemic index rice; Philippines; Rice consumption; Type two diabetes

Abstract

Type 2 diabetes (T2D) presents a growing public health and economic burden in the Philippines, where rice is a dietary staple. This study examines Filipino consumers’ willingness to consume ultra-low glycemic index (Low-GI) rice, developed to offer a lower glycemic rice option without needing major cultural dietary shifts. Using a discrete choice experiment with 839 Filipino rice consumers, respondents were segmented into Diabetic, High-Risk, and Low-Risk groups based on medical diagnosis and a validated risk assessment test. Respondents completed bidding rounds for rice products before and after receiving health information about T2D risk and Low-GI rice benefits. Results from a random parameters logit model reveal that all groups showed increased preference for Low-GI rice after receiving health information, with the strongest response among High-Risk T2D individuals. Market shares for Low-GI rice rose from 61% to 68% post-information. Additionally, diabetic and High-Risk respondents reported higher daily rice intake and were more willing to substitute with Low-GI rice or reduce consumption altogether. However, some dietary substitutions involved high-GI foods, revealing the need for nutritional education. These findings suggest that Low-GI rice has strong potential for public health impact in the Philippines, particularly if paired with targeted awareness campaigns and risk screening.

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Available for download on Saturday, February 13, 2027

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