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Consumer Willingness To Pay A Premium For A Functional Food In Ghana

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  • Farida, Badu-Gyan
  • Victor, Owusu

Abstract

Interest in functional foods has been growing in sub-Saharan Africa due to consumer concerns with diet and nutrition. This paper analyses consumer awareness, perceptions and effects of the determinants of consumer willingness to pay (WTP) a premium for Moringa bread in Ghana. An ordered probit model is employed. The empirical results indicate that consumer knowledge of the nutritional and health benefits of Moringa bread is what matters most to consumers in respect of their WTP a higher premium for the product. Consumers with knowledge on Moringa products are more willing to pay above 50% price premiums for Moringa bread. Fruitful policy recommendations are made in the paper.

Suggested Citation

  • Farida, Badu-Gyan & Victor, Owusu, 2017. "Consumer Willingness To Pay A Premium For A Functional Food In Ghana," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 11(1-2), September.
    • Handle: RePEc:ags:apstra:265586
    DOI: 10.22004/ag.econ.265586
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    1. Anatolii Kucher & Maria Hełdak & Lesia Kucher & Beata Raszka, 2019. "Factors Forming the Consumers’ Willingness to Pay a Price Premium for Ecological Goods in Ukraine," IJERPH, MDPI, vol. 16(5), pages 1-14, March.
    2. Kinga Topolska & Adam Florkiewicz & Agnieszka Filipiak-Florkiewicz, 2021. "Functional Food—Consumer Motivations and Expectations," IJERPH, MDPI, vol. 18(10), pages 1-14, May.
    3. Kucher Anatolii & Heldak Maria & Kucher Lesia & Fedorchenko Olha & Yurchenko Yuliia, 2019. "Consumer willingness to pay a price premium for ecological goods: a case study from Ukraine," Environmental & Socio-economic Studies, Sciendo, vol. 7(1), pages 38-49, March.

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