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Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana

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  • Owusu, Victor
  • Owusu Anifori, Michael

Abstract

This paper analyzes the willingness of consumers to pay a premium for organic watermelon and lettuce using contingent valuation data from urban Kumasi in Ghana. The effects of the determinants of consumer willingness to pay a premium are estimated with a bivariate Tobit model. The empirical findings indicate that in addition to socioeconomic characteristics, product freshness and cleanness tend to have positive effects on consumer willingness to pay a premium for organic watermelon compared to conventional watermelon. Whereas product size has a negative influence on consumer willingness to pay premium for organic lettuce, less insect damage to vegetables tends to have a positive effect. The study estimates the willingness to pay a premium for organic watermelon/lettuce compared to conventional watermelon/lettuce. The estimated mean consumer willingness to pay premium for 1 kilogram of organic w

Suggested Citation

  • Owusu, Victor & Owusu Anifori, Michael, 2013. "Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(1), pages 1-20, February.
    • Handle: RePEc:ags:ifaamr:144649
    DOI: 10.22004/ag.econ.144649
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    Cited by:

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    8. Innocent, Kwagala, 2018. "Consumer Acceptance And Willingness To Pay For Shelf Life Extended Fresh Cassava Roots In Uganda: Case Of Kampala District," Research Theses 276439, Collaborative Masters Program in Agricultural and Applied Economics.
    9. Chege, C. & Sibiko, K. & Birachi, E. & Jager, M., 2018. "Are Base of Pyramid (BoP) Consumers Willing to Pay for Nutritious Foods? Evidence from Kenya and Uganda," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 276021, International Association of Agricultural Economists.
    10. Akinwehinmi, Joseph Oluwagbenga & Amos, Taye Timothy & Ogundari, Kolawole, 2021. "Consumer preferences for organic vegetables in southwestern Nigeria: A choice experiment approach," African Journal of Agricultural and Resource Economics, African Association of Agricultural Economists, vol. 16(1), March.
    11. Jing Shao & Wenchao Li & Cedric Aneye & Wei Fang, 2022. "Facilitating mechanism of green products purchasing with a premium price—Moderating by sustainability‐related information," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 686-700, May.
    12. Radu Ciobanu & Claudia-Elena Țuclea & Luciana-Floriana Holostencu & Diana-Maria Vrânceanu, 2022. "Decision-Making Factors in the Purchase of Ecologic Products," Sustainability, MDPI, vol. 14(15), pages 1-26, August.
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    15. Govindasamy, Ramu & Gao, Qun & Heckman, Joseph & Vellangany,Isaac & VanVranken, Richard, 2020. "Characteristics of Consumers Who Are Willing to Buy Certified Organic Produce: An Econometric Analysis," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 8(3), July.
    16. Elisabeth Unterfrauner & Jing Shao & Margit Hofer & Claudia M. Fabian, 2019. "The environmental value and impact of the Maker movement—Insights from a cross‐case analysis of European maker initiatives," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1518-1533, December.
    17. Jana Kliestikova, 2017. "Greenwashing and Its Impact on Consumer Confidence � Case Study of Slovak Republic," GATR Journals jmmr122, Global Academy of Training and Research (GATR) Enterprise.
    18. Uwamariya, Beatrice, 2014. "Assessment of Consumer Awareness and Preferences for Quality Certification and Origin-Labeling in Fruit Salads in Kigali,Rwanda," Research Theses 198512, Collaborative Masters Program in Agricultural and Applied Economics.

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