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Analysis of consumers’ preference and willingness to pay for orange-fleshed sweet potato in Osun state, Nigeria

Author

Listed:
  • Rabirou Kassali
  • Adetomiwa Kolapo
  • A O Ige
  • Kayode Emmanuel Adebayo

Abstract

This study assesses the factors that influence consumers’ preference and willingness to pay (WTP) for orange-fleshed sweet potato (OFSP), emphasizing the effects of information on its health benefits. A multi-stage sampling technique was employed to select 180 respondents for study. Primary data were collected using a well-structured and pre-tested questionnaire. Data were subjected to descriptive and inferential statistics, viz, the hedonic pricing and probit models. The results show that factors such as gender, root size, availability and storability influence consumers’ preference for OFSP. The results further revealed that the root size negatively influenced preference for OFSP, while availability positively influenced it. These results also indicate that preference for OFSP decreases with the length of storage. In terms of willingness to pay for OFSP, the result of the hedonic pricing model indicates that the age of the respondent and colours of the OFSP positively influence consumers’ willingness to pay for OFSP. There was a (17.1%) increase in consumers’ level of preference after information on the health benefit was provided to them and the result from comparing means (T-Test) of prices consumers are willing to pay before and after information was provided showed a negative co-efficient (-16.341), which was significant at 1% level of significance. We suggest that research should concentrate on identified OFSP characteristics to improve acceptance, while in the short run, there is a need to promote OFSP production to increase availability.

Suggested Citation

  • Rabirou Kassali & Adetomiwa Kolapo & A O Ige & Kayode Emmanuel Adebayo, 2024. "Analysis of consumers’ preference and willingness to pay for orange-fleshed sweet potato in Osun state, Nigeria," International Journal of Agricultural Research, Innovation and Technology (IJARIT), IJARIT Research Foundation, vol. 14(01), June.
    • Handle: RePEc:ags:ijarit:344641
    DOI: 10.22004/ag.econ.344641
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    References listed on IDEAS

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    1. Jayson L. Lusk & Darren Hudson, 2004. "Willingness-to-Pay Estimates and Their Relevance to Agribusiness Decision Making," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 152-169.
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    3. repec:wbk:wbpubs:4367 is not listed on IDEAS
    4. Okello, Julius J. & Shikuku, Kelvin M. & Sindi, Kirimi & Low, Jan, 2014. "Farmer perception and attitude towards orange flesh sweetpotato attributes: an analysis of common beliefs about sweetpotato production and consumption," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182984, European Association of Agricultural Economists.
    5. Kolapo, Adetomiwa, 2023. "Heterogeneous preferences and market potentials for biofortified foods in sub-Saharan Africa: evidence from Nigeria," 2023 Seventh AAAE/60th AEASA Conference, September 18-21, 2023, Durban, South Africa 364828, African Association of Agricultural Economists (AAAE).
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    Cited by:

    1. Adetomiwa Kolapo & Akeem Abiade Tijani & Seyi Olalekan Olawuyi & Adeyera James Kolapo & Temitope Oluwaseun Ojo & Nolwazi Zanele Khumalo & Khalid. Mohamed Elhindi & Hazem Kassem, 2025. "Psychological perspectives on smallholder farmers' choice of climate change adaptation strategies and productivity nexus in Southwest, Nigeria," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 71(4), pages 185-202.

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