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Consumers’Willingness to Pay for Safety Attributes of Bread in Lagos Metropolis, Nigeria

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  • Anyam, Osemeke E.
  • Fashogbon, Ayodele E.
  • Oni, Omobowale A.

Abstract

This study examined consumer’s willingness to pay for food safety attributes in bread in Lagos metropolis. It empirically analyzed the factors driving willingness to pay for improved bread and the effect of attributes on willingness to pay and mean willingness to pay for improved bread. The data for the study using a well-structured questionnaire containing Choice Experiment (CE) questions for eliciting willingness to pay was collected from 150 respondents using a two-stage random sampling technique. Data analysis was carried out using descriptive statistics and the Conditional logit regression model. Empirical results reveal that price and the non-monetary attributes namely, bromate label, certification, nutritional label, flavor and texture were all significant in explaining consumer’s choices. The study suggests that government and producers should promote strict adherence to bromate free and nutritional labels, since the result shows that consumers’ willingness to pay is higher than the status quo with respect to this attributes.

Suggested Citation

  • Anyam, Osemeke E. & Fashogbon, Ayodele E. & Oni, Omobowale A., 2013. "Consumers’Willingness to Pay for Safety Attributes of Bread in Lagos Metropolis, Nigeria," 2013 Fourth International Conference, September 22-25, 2013, Hammamet, Tunisia 161630, African Association of Agricultural Economists (AAAE).
    • Handle: RePEc:ags:aaae13:161630
    DOI: 10.22004/ag.econ.161630
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    File URL: https://ageconsearch.umn.edu/record/161630/files/Osemeke%20E.%20Anyam_%20%20Ayodele%20E.%20Fashogbon%20and%20Omobowale%20A.%20Oni.pdf
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    References listed on IDEAS

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    2. F Alpizar & F Carlsson & P Martinsson, 2003. "Using Choice Experiments for Non-Market Valuation," Economic Issues Journal Articles, Economic Issues, vol. 8(1), pages 83-110, March.
    3. Devesh Roy & Ekin Birol & Katharina Deffner & Bhushana Karandikar, 2010. "Developing Country Consumers’ Demand for Food Safety and Quality: Is Mumbai Ready for Certified and Organic Fruits?," Chapters, in: Jeff Bennett & Ekin Birol (ed.), Choice Experiments in Developing Countries, chapter 15, Edward Elgar Publishing.
    4. Ortega, David L. & Wang, H. Holly & Wu, Laping & Olynk, Nicole J., 2011. "Modeling heterogeneity in consumer preferences for select food safety attributes in China," Food Policy, Elsevier, vol. 36(2), pages 318-324, April.
    5. Vijesh V. Krishna & Matin Qaim, 2008. "Consumer Attitudes toward GM Food and Pesticide Residues in India," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 30(2), pages 233-251.
    6. Jeff Bennett & Ekin Birol (ed.), 2010. "Choice Experiments in Developing Countries," Books, Edward Elgar Publishing, number 13208.
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