Will they buy it? The potential for marketing organic vegetables in the food vending sector to strengthen vegetable safety: A choice experiment study in three West African cities
Considering the hazardous use of synthetic pesticides in vegetable production in urban West Africa, this research investigated the marketing potential of organic vegetables in the food vending sector of Cotonou (Benin), Accra (Ghana) and Ouagadougou (Burkina Faso). Certified organic production and marketing was examined as a potential strategy to improve chemical food safety. A stratified random sampling strategy was applied to study the preferences of food vendors (n=180) and consumers (n=360); vegetable use, risk perception, choice preferences and willingness-to-pay (WTP) for organic certification were specifically analyzed. The results showed that awareness of chemical contamination risks was generally low. Appearance of a product was central to vendor choice; consumers attributed similar utility to taste and organic certification. Consumer WTP was calculated to be a premium of 1.04 USD (per plate) if the food served contained only certified organic vegetables. In restaurants, this would mean an average premium of 19% for a meal. If certified organic vegetable production is to make a positive impact on food safety in urban West Africa, we suggest concentrating marketing efforts on the educated “elite” who frequent restaurants. However, considering that restaurant owners exhibited a lower preference for organic certification than lower class food vendors, the marketing situation is difficult. We therefore conclude that demand from the food vending sector alone will not institutionalize domestic certification mechanisms; this underlines the need for public commitment to facilitating such change.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Maxwell, Daniel G. & Levin, Carol E. & Armar-Klemesu, Margaret & Ruel, Marie T. & Morris, Saul Sutkover & Ahiadeke, Clement, 2000. "Urban livelihoods and food and nutrition security in Greater Accra, Ghana:," Research reports 112, International Food Policy Research Institute (IFPRI).
- Batte, Marvin T. & Hooker, Neal H. & Haab, Timothy C. & Beaverson, Jeremy, 2007. "Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient, processed organic food products," Food Policy, Elsevier, vol. 32(2), pages 145-159, April.
- Rico Ihle & Joseph Amikuzuno, 2010. "Assessing Seasonal Asymmetric Price Transmission in Ghanaian Tomato Markets With the Johansen Estimation Method," Courant Research Centre: Poverty, Equity and Growth - Discussion Papers 53, Courant Research Centre PEG.
- Katrin, Millock & Hansen, Lars Gårn, 2002. "Willingness to Pay for Organic Foods: A Comparison between Survey Data and Panel Data from Denmark," MPRA Paper 47588, University Library of Munich, Germany.
- Roitner-Schobesberger, Birgit & Darnhofer, Ika & Somsook, Suthichai & Vogl, Christian R., 2008. "Consumer perceptions of organic foods in Bangkok, Thailand," Food Policy, Elsevier, vol. 33(2), pages 112-121, April.
- Horna, J. Daniela & Smale, Melinda & von Oppen, Matthias, 2005.
"Farmer willingness to pay for seed-related information: rice varieties in Nigeria and Benin,"
EPTD discussion papers
142, International Food Policy Research Institute (IFPRI).
- Horna, J. Daniela & Smale, Melinda & Oppen, Matthias Von, 2007. "Farmer willingness to pay for seed-related information: rice varieties in Nigeria and Benin," Environment and Development Economics, Cambridge University Press, vol. 12(06), pages 799-825, December.
- Hole, Arne Risa & Kolstad, Julie Riise, 2010.
"Mixed logit estimation of willingness to pay distributions: a comparison of models in preference and WTP space using data from a health-related choice experiment,"
Working Papers in Economics
03/10, University of Bergen, Department of Economics.
- Arne Hole & Julie Kolstad, 2012. "Mixed logit estimation of willingness to pay distributions: a comparison of models in preference and WTP space using data from a health-related choice experiment," Empirical Economics, Springer, vol. 42(2), pages 445-469, April.
- Arne Risa Hole, 2007. "Fitting mixed logit models by using maximum simulated likelihood," Stata Journal, StataCorp LP, vol. 7(3), pages 388-401, September.
- Obuobie, Emmanuel & Keraita, Bernard & Danso, George & Amoah, Philip & Cofie, Olufunke O. & Raschid-Sally, Liqa & Drechsel, Pay, 2006. "Irrigated urban vegetable production in Ghana: characteristics, benefits and risks," IWMI Books, International Water Management Institute, number 137958.
- Smith, Travis A. & Lin, Biing-Hwan & Huang, Chung L., 2008. "Organic Premiums of U.S. Fresh Produce," 2008 Conference, April 21-22, 2008, St. Louis, Missouri 37626, NCCC-134 Conference on Applied Commodity Price Analysis, Forecasting, and Market Risk Management.
- Geneau, Robert & Massae, Patrick & Courtright, Paul & Lewallen, Susan, 2008. "Using qualitative methods to understand the determinants of patients' willingness to pay for cataract surgery: A study in Tanzania," Social Science & Medicine, Elsevier, vol. 66(3), pages 558-568, February.
- Wiktor Adamowicz & Peter Boxall & Michael Williams & Jordan Louviere, 1998. "Stated Preference Approaches for Measuring Passive Use Values: Choice Experiments and Contingent Valuation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(1), pages 64-75.
- repec:cup:cbooks:9780521747387 is not listed on IDEAS
- Peter A. Diamond & Jerry A. Hausman, 1994. "Contingent Valuation: Is Some Number Better than No Number?," Journal of Economic Perspectives, American Economic Association, vol. 8(4), pages 45-64, Fall.
- Jayson Lusk & F. Norwood, 2010. "Direct Versus Indirect Questioning: An Application to the Well-Being of Farm Animals," Social Indicators Research, Springer, vol. 96(3), pages 551-565, May.
- Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132.
- repec:cup:cbooks:9780521766555 is not listed on IDEAS
- Bonabana-Wabbi, Jackline & Taylor, Daniel B., 2008. "Health and Environmental Benefits of Reduced Pesticide Use in Uganda: An Experimental Economics Analysis," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6441, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
- Amikuzuno, Joseph & Ihle, Rico, 2010. "Seasonal Asymmetric Price Transmission in Ghanaian Tomato Markets: Adapting Johansen’s Estimation Method," 2010 AAAE Third Conference/AEASA 48th Conference, September 19-23, 2010, Cape Town, South Africa 96814, African Association of Agricultural Economists (AAAE);Agricultural Economics Association of South Africa (AEASA).
- Henson, Spencer & Reardon, Thomas, 2005. "Private agri-food standards: Implications for food policy and the agri-food system," Food Policy, Elsevier, vol. 30(3), pages 241-253, June.
- McFadden, Daniel L., 2000.
Nobel Prize in Economics documents
2000-6, Nobel Prize Committee.
- Diakalia Sanogo & William Masters, 2002.
"Welfare gains from quality certification of infant foods: Results from a market experiment in mali,"
Framed Field Experiments
00191, The Field Experiments Website.
- William A. Masters & Diakalia Sanogo, 2002. "Welfare Gains from Quality Certification of Infant Foods: Results from a Market Experiment in Mali," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(4), pages 974-989.
- Hugo De Groote & Simon Chege Kimenju & Ulrich B. Morawetz, 2011. "Estimating consumer willingness to pay for food quality with experimental auctions: the case of yellow versus fortified maize meal in Kenya," Agricultural Economics, International Association of Agricultural Economists, vol. 42(1), pages 1-16, 01.
- Nicolas Hachez & Jan Wouters, 2011. "A Glimpse at the Democratic Legitimacy of Private Standards," Journal of International Economic Law, Oxford University Press, vol. 14(3), pages 677-710, September.
- Langyintuo, A. S. & Ntoukam, G. & Murdock, L. & Lowenberg-DeBoer, J. & Miller, D. J., 2004. "Consumer preferences for cowpea in Cameroon and Ghana," Agricultural Economics, Blackwell, vol. 30(3), pages 203-213, May.
- Lawrence Busch, 2011. "The private governance of food: equitable exchange or bizarre bazaar?," Agriculture and Human Values, Springer, vol. 28(3), pages 345-352, September.
- Rose, John M. & Bliemer, Michiel C.J. & Hensher, David A. & Collins, Andrew T., 2008. "Designing efficient stated choice experiments in the presence of reference alternatives," Transportation Research Part B: Methodological, Elsevier, vol. 42(4), pages 395-406, May.
- Karg, H. & Drechsel, Pay & Amoah, Philip & Jeitler, R., 2010. "Facilitating the adoption of food-safety interventions in the street-food sector and on farms," IWMI Books, Reports H042616, International Water Management Institute.
- Hensher, David A., 2010. "Hypothetical bias, choice experiments and willingness to pay," Transportation Research Part B: Methodological, Elsevier, vol. 44(6), pages 735-752, July.
- Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 32(3), pages 369-391, September.
- Jeuland, Marc & Lucas, Marcelino & Clemens, John & Whittington, Dale, 2010. "Estimating the private benefits of vaccination against cholera in Beira, Mozambique: A travel cost approach," Journal of Development Economics, Elsevier, vol. 91(2), pages 310-322, March.
- Obuobie, Emmanuel & Keraita, Bernard & Danso, George & Amoah, Philip & Cofie, Olufunke O. & Raschid-Sally, Liqa & Drechsel, Pay, 2006. "Irrigated urban vegetable production in Ghana: characteristics, benefits and risks," IWMI Books, Reports H039283, International Water Management Institute.
- Daniel McFadden & Kenneth Train, 2000. "Mixed MNL models for discrete response," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 15(5), pages 447-470.
- Ara, Shihomi, 2003. "Consumer Willingness To Pay For Multiple Attributes Of Organic Rice: A Case Study In The Philippines," 2003 Annual Meeting, August 16-22, 2003, Durban, South Africa 25911, International Association of Agricultural Economists.
When requesting a correction, please mention this item's handle: RePEc:eee:jfpoli:v:37:y:2012:i:3:p:296-308. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.