Preserving cultural heritage through the valorization of Cordillera heirloom rice in the Philippines.
Preserving cultural heritage through the valorization of Cordillera heirloom rice in the Philippines.
复制标题
通过提高菲律宾科迪勒拉传家宝稻米的价值来保护文化遗产。
DOI：
10.1007/s10460-020-10159-w
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发表时间：
2021
影响因子：
4.5
通讯作者：
Demont M
中科院分区：
文献类型：
--
作者：
Bairagi S;Custodio MC;Durand-Morat A;Demont M
几个世纪以来，传家宝水稻品种一直生长在菲律宾吕宋岛科迪勒拉山脉的梯田上，这些风土以其重要的历史，文化和美学价值而闻名。然而，传统的传家宝水稻种植正在逐渐被放弃，主要是因为其生产率较低，以及该部门通过品牌化其文化，社会和营养价值为传家宝水稻创造可持续的利基市场的斗争。我们提出了几个需求侧干预战略的传家宝大米的价格。为了支持遗产农业的细分营销策略的发展，我们提供了城市消费者购买传家宝大米意愿的证据。2015年7月至8月，我们采访了来自大马尼拉的500名城市消费者，他们对一公斤传家宝大米进行了购买。消费者的平均出价为72.61公斤菲律宾比索（1.60公斤美元），不到目前市场价格的一半。这就解释了为什么传家宝大米在菲律宾城市市场难以获得市场份额。鉴于这一出价，我们估计可能为传家宝大米创造203亿菲律宾比索（4.43亿美元）的潜在市场规模，并被传统农民利用。调查结果进一步表明，购买包装大米和食用色素大米的妇女、企业主和消费者愿意为传家宝大米支付更多费用。最后，我们的证据表明，适当的信息框架将是必要的，以创造需求，并支持传家宝大米的价值，以保护文化遗产和在菲律宾的水稻地方品种的原地生物多样性。
For centuries, heirloom rice varieties have been grown on the terraces of the Cordillera Mountains of Luzon, Philippines, terroirs known for their significant historical, cultural, and aesthetic values. However, heritage heirloom rice farming is gradually being abandoned, mainly because of its lower productivity and the struggle of the sector to create a sustainable niche market for heirloom rice by branding its cultural, social, and nutritional values. We propose several demand-side intervention strategies for the valorization of heirloom rice. To support the development of a segmented marketing strategy for heritage farming, we provide evidence on urban consumers’ willingness to purchase heirloom rice. We interviewed 500 urban consumers from Metro Manila in July–August 2015, who placed a purchasing bid on a kilogram of heirloom rice. Consumers’ bids averaged PHP 72.61 kg−1 (USD 1.60 kg−1), which is less than half its current market price. This explains why heirloom rice struggles to gain market share in urban markets in the Philippines. Given this bid price, we estimate a potential market size of PHP 20.3 billion (USD 443 million) that could be created for heirloom rice and tapped into by heritage farmers. Findings further indicate that women, business owners, and consumers who buy packaged rice and eat pigmented rice are willing to pay more for heirloom rice. Finally, our evidence suggests that proper information framing will be necessary to create demand and support the valorization of heirloom rice to preserve cultural heritage and in situ biodiversity of rice landraces in the Philippines.
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影响因子：
6.9
作者：
Demont, Matty;Fiamohe, Rose;Kinkpe, A. Thierry
通讯作者：
Kinkpe, A. Thierry
影响因子：
2.8
作者：
Divine, RL;Lepisto, L
通讯作者：
Lepisto, L
影响因子：
3.1
作者：
Bedate, A;Herrero, LC;Sanz, JA
通讯作者：
Sanz, JA
DOI：
10.1016/j.gfs.2014.10.001
发表时间：
2015-06-01
影响因子：
8.9
作者：
Demont, Matty;Ndour, Maimouna
通讯作者：
Ndour, Maimouna
影响因子：
3.7
作者：
Cuevas RP;Pede VO;McKinley J;Velarde O;Demont M
通讯作者：
Demont M