Abstract
Rice production in Namibia is nascent and primarily relies on imports. Currently, cultivation is limited to Kalimbeza in the Zambezi region, the University of Namibia’s Ogongo Campus, and small-scale farmers in the Omusati region. Locally produced rice has a limited market presence. This study investigates consumer preferences and Willingness to Pay (WTP) for locally produced rice in Omusati, comparing it to imported brands, such as Tastic. A mixed-method approach was employed, utilizing experimental auctions and sensory evaluations to assess preferences and WTP at Ogongo Campus, as well as in Oshikuku and Outapi Towns. Consumer preferences were measured using a 9-point hedonic scale, and WTP was determined through bidding experiments for both uncooked and cooked rice. Locally grown rice varieties, Irriga (B) and Supa (C) were compared against Tastic (A) as a benchmark. Data analysis was conducted using descriptive statistics, analysis of variance (ANOVA), Kendall’s coefficient of concordance, and multinomial logistic regression. Results showed that Tastic, an imported brand, was the most preferred overall (p < 0.001), but it was rated lowest on individual attributes. In terms of WTP, Supa ranked highest, followed by Irriga. The key factors influencing rice purchase decisions were taste, price, swelling capacity, and promotion. Therefore, promoting the cultivation and consumption of local varieties is essential for boosting demand and supporting local production.