Sweet potato with a negligible amount of vitamin A has been consumed for a long time in
Sub-Saharan African (SSA)countries including Tanzania. The production and
consumption of improved sweet potato varieties including orange fleshed sweet potato
(OFSP) with high Vitamin A content has been promoted due to its potential to combat
Vitamin A Deficiency (VAD). Adding value to OFSP will increase both its shelf-life and
market demand. This study was conducted toassess consumer acceptability and
willingness to pay (WTP) for selected processed OFSP products.Specifically, the research
rated the attributes of the selected processed OFSP products for consumer acceptability,
estimated the value consumers are willing to pay for selected processed OFSP products in
the study area and determined factors influencing WTP for selected processed OFSP
products.The study used the contingent valuation method (CVM) to estimate the
populations’ WTP for the selected processed OFSP products. The survey was
administered to 120 respondents who were characterized by having the behavior of
purchasing packaged flour, breads and biscuits for their family consumption. Data were
collected using questionnaires and analyzed usingdescriptive statistics,Principal
Component Analysis (PCA) and Logistics Regression. Results from the study show
thatOFSPbread (30%) and OFSPbread (20%) were accepted in association with colour,
taste and aroma attributes while acceptance of OFSP biscuits was associated with texture
attribute.Results further show mean WTP of TZS4106.26per kg for OFSP flour,
TZS1568.67per one-quarter kg for OFSPbread (30%), TZS1592 per one-quarter kg for
OFSPbread(20%) and TZS973.84per one-tenth kg for OFSP biscuits. Results from
Logistic Regression analysis established that bid/price, education level, income, nutrients
and packaging as the factors influencing significantly consumers’WTP for the OFSP
products understudy at P<0.05 level .In addition household size was found to
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influenceWTP for OFSP flour and OFSP bread (30%) while age was found to influence
WTP for OFSP biscuits at P<0.05 level of significance.Moreover, sex was found to
influence WTP for OFSP flour at the same level of significance. In conclusion, the study
indicates thatcolour, aroma,taste and texture are important attributes in acceptability of
OFSPproducts. Consumers are willing to pay for OFSP products at the available market
price with exception of OFSP biscuits. Thus, the general recommendation in this study is
for all stakeholders to get involved in promoting the OFSP products to be consumed
significantly as it will reduce the existing morbidity and mortality among children and
pregnant women as well as the leading cause of preventable blindness caused by effect of
VAD.