IDEAS home Printed from https://ideas.repec.org/p/ags/eaae11/114409.html
   My bibliography  Save this paper

Consumers’ Willingness to Pay for Food Safety in Nairobi: The Case of Fresh Vegetables

Author

Listed:
  • Lagerkvist, Carl Johan
  • Hess, Sebastian
  • Ngigi, Marther W.
  • Okello, Julius Juma

Abstract

Large urban areas in developing countries represent currently the most dynamically growing markets for food products. This study investigates the willingness to pay of consumers in Nairobi for safer leafy vegetables. We survey individuals’ perceived food safety across four major market categories, while also considering the explanatory role of trust and behavioral, psychological, and socio-demographic covariates. Results show that willingness to pay is market-specific and multi-faceted, with trust and perceived risks as important drivers, while income plays only a subordinate role. We conclude that policy makers should aim to reduce asymmetric information within the value chain without raising food prices such that safer vegetables would become unaffordable for the poor.

Suggested Citation

  • Lagerkvist, Carl Johan & Hess, Sebastian & Ngigi, Marther W. & Okello, Julius Juma, 2011. "Consumers’ Willingness to Pay for Food Safety in Nairobi: The Case of Fresh Vegetables," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114409, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae11:114409
    DOI: 10.22004/ag.econ.114409
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/114409/files/Lagerkvist_Carl_261.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.114409?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Marcus Mergenthaler & Katinka Weinberger & Matin Qaim, 2009. "Consumer Valuation of Food Quality and Food Safety Attributes in Vietnam," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(2), pages 266-283, June.
    3. Adamowicz, Wiktor L. & Boxall, Peter C. & Williams, Michael & Louviere, Jordan, 1995. "Stated Preference Approaches for Measuring Passive Use Values: Choice Experiments versus Contingent Valuation," Staff Paper Series 24126, University of Alberta, Department of Resource Economics and Environmental Sociology.
    4. Jayson L. Lusk & Brian C. Briggeman, 2009. "Food Values," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(1), pages 184-196.
    5. Laura O. Taylor & Ronald G. Cummings, 1999. "Unbiased Value Estimates for Environmental Goods: A Cheap Talk Design for the Contingent Valuation Method," American Economic Review, American Economic Association, vol. 89(3), pages 649-665, June.
    6. Maria L. Loureiro & Jill J. McCluskey & Ron C. Mittelhammer, 2003. "Are Stated Preferences Good Predictors of Market Behavior?," Land Economics, University of Wisconsin Press, vol. 79(1), pages 44-45.
    7. Boxall, Peter C. & Adamowicz, Wiktor L. & Swait, Joffre & Williams, Michael & Louviere, Jordan, 1996. "A comparison of stated preference methods for environmental valuation," Ecological Economics, Elsevier, vol. 18(3), pages 243-253, September.
    8. Mariah D. Ehmke & Jayson L. Lusk & Wallace Tyner, 2008. "Measuring the relative importance of preferences for country of origin in China, France, Niger, and the United States," Agricultural Economics, International Association of Agricultural Economists, vol. 38(3), pages 277-285, May.
    9. Young Sook Eom, 1994. "Pesticide Residue Risk and Food Safety Valuation: A Random Utility Approach," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 76(4), pages 760-771.
    10. Mandy Ryan & Verity Watson, 2009. "Comparing welfare estimates from payment card contingent valuation and discrete choice experiments," Health Economics, John Wiley & Sons, Ltd., vol. 18(4), pages 389-401, April.
    11. 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.
    12. Payne, Collin R. & Messer, Kent D. & Kaiser, Harry M., 2009. "Which Consumers Are Most Responsive to Media-Induced Food Scares?," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(3), pages 1-16, December.
    13. Flynn, Leisa Reinecke & Goldsmith, Ronald E., 1999. "A Short, Reliable Measure of Subjective Knowledge," Journal of Business Research, Elsevier, vol. 46(1), pages 57-66, September.
    14. Emma J. Frew & David K. Whynes & Jane L. Wolstenholme, 2003. "Eliciting Willingness to Pay: Comparing Closed-Ended with Open-Ended and Payment Scale Formats," Medical Decision Making, , vol. 23(2), pages 150-159, March.
    15. de Groot, I. Manon & Antonides, Gerrit & Read, Daniel & Raaij, W. Fred van, 2009. "The effects of direct experience on consumer product evaluation," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(3), pages 509-518, June.
    16. Scott, C. A. & Faruqui, N. I. & Raschid-Sally, L., 2004. "Wastewater use in irrigated agriculture: confronting the livelihood and environmental realities," IWMI Books, Reports H035947, International Water Management Institute.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Alphonce, Roselyne & Alfnes, Frode, 2015. "Eliciting Consumer WTP for Food Characteristics in a Developing Context: Comparison of four methods in a field experiment," Working Paper Series 01-2015, Norwegian University of Life Sciences, School of Economics and Business.
    2. Li, Jie & Gonzalez, Wendy & Monterrosa, Eva & Gómez, Miguel I. & Nicholson, Charles F., 2024. "Choice experiments and Value-Chain modeling of attribute improvements to increase vegetable consumption in Kenya," Food Policy, Elsevier, vol. 127(C).
    3. Roselyne Alphonce & Frode Alfnes, 2017. "Eliciting Consumer WTP for Food Characteristics in a Developing Context: Application of Four Valuation Methods in an African Market," Journal of Agricultural Economics, Wiley Blackwell, vol. 68(1), pages 123-142, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mandy Ryan & Verity Watson, 2009. "Comparing welfare estimates from payment card contingent valuation and discrete choice experiments," Health Economics, John Wiley & Sons, Ltd., vol. 18(4), pages 389-401, April.
    2. Halkos, George, 2012. "The use of contingent valuation in assessing marine and coastal ecosystems’ water quality: A review," MPRA Paper 42183, University Library of Munich, Germany.
    3. Lagerkvist, Carl Johan & Hess, Sebastian & Okello, Julius & Hansson, Helena & Karanja, Nancy, 2013. "Food health risk perceptions among consumers, farmers, and traders of leafy vegetables in Nairobi," Food Policy, Elsevier, vol. 38(C), pages 92-104.
    4. Boyle, Kevin J. & Morrison, Mark & Taylor, Laura O., 2004. "Why Value Estimates Generated Using Choice Modelling Exceed Contingent Valuation: Further Experimental Evidence," 2004 Conference (48th), February 11-13, 2004, Melbourne, Australia 58370, Australian Agricultural and Resource Economics Society.
    5. Robert J. Johnston & Kevin J. Boyle & Wiktor (Vic) Adamowicz & Jeff Bennett & Roy Brouwer & Trudy Ann Cameron & W. Michael Hanemann & Nick Hanley & Mandy Ryan & Riccardo Scarpa & Roger Tourangeau & Ch, 2017. "Contemporary Guidance for Stated Preference Studies," Journal of the Association of Environmental and Resource Economists, University of Chicago Press, vol. 4(2), pages 319-405.
    6. Yrjola, Tapani & Kola, Jukka, 2002. "Social Benefits of Multifunctional Agriculture in Finland," 2002 International Congress, August 28-31, 2002, Zaragoza, Spain 24812, European Association of Agricultural Economists.
    7. Erdem, Seda & Rigby, Dan, 2011. "Using Best Worst Scaling To Investigate Perceptions Of Control & Concern Over Food And Non-Food Risks," 85th Annual Conference, April 18-20, 2011, Warwick University, Coventry, UK 108790, Agricultural Economics Society.
    8. Oliver Froer, 2003. "Using Stated Preference Methods for Biodiversity Valuation. A critical analysis," Diskussionspapiere aus dem Institut für Volkswirtschaftslehre der Universität Hohenheim 217/2003, Department of Economics, University of Hohenheim, Germany.
    9. Jonathan E. Alevy & John A. List & Wiktor L. Adamowicz, 2011. "How Can Behavioral Economics Inform Nonmarket Valuation? An Example from the Preference Reversal Literature," Land Economics, University of Wisconsin Press, vol. 87(3), pages 365-381.
    10. Haitao Yin, 2013. "Insurance Approach for Financing Extreme Climate Event Losses in China: A Status Analysis," EEPSEA Research Report rr2013035, Economy and Environment Program for Southeast Asia (EEPSEA), revised Mar 2013.
    11. Craig E. Landry & Paul Hindsley & Okmyung Bin & Jamie B. Kruse & John C. Whitehead & Ken Wilson, 2011. "Weathering the Storm: Measuring Household Willingness‐to‐Pay for Risk‐Reduction in Post‐Katrina New Orleans," Southern Economic Journal, John Wiley & Sons, vol. 77(4), pages 991-1013, April.
    12. Vivien Foster & Susana Mourato, 2003. "Elicitation Format and Sensitivity to Scope," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 24(2), pages 141-160, February.
    13. Chen, Xuqi & Gao, Zhifeng & Swisher, Marilyn & House, Lisa & Zhao, Xin, 2018. "Eco-labeling in the Fresh Produce Market: Not All Environmentally Friendly Labels Are Equally Valued," Ecological Economics, Elsevier, vol. 154(C), pages 201-210.
    14. Siikamaki, Juha & Layton, David F., 2001. "Logit Models For Pooled Contingent Valuation And Contingent Rating And Ranking Data: Valuing Benefits From Forest Biodiversity Conservation," 2001 Annual meeting, August 5-8, Chicago, IL 20616, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    15. R.K. Blamey & J.W. Bennett & J.J. Louviere & M.D. Morrison & J.C. Rolfe, 2002. "Attribute Causality in Environmental Choice Modelling," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 23(2), pages 167-186, October.
    16. Nick Hanley & Robert Wright & Gary Koop, 2002. "Modelling Recreation Demand Using Choice Experiments: Climbing in Scotland," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 22(3), pages 449-466, July.
    17. Kevin Boyle & Semra Özdemir, 2009. "Convergent Validity of Attribute-Based, Choice Questions in Stated-Preference Studies," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 42(2), pages 247-264, February.
    18. Johnston, Robert J. & Duke, Joshua M. & Kukielka, Jessica B., 2008. "Optimizing Farmland Preservation Choices Across Communities and Jurisdictional Scales: To What Extent are Amenity Values and Selection Criteria Transferable?," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6243, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    19. Helen Scarborough & Jeff Bennett, 2012. "Cost–Benefit Analysis and Distributional Preferences," Books, Edward Elgar Publishing, number 14376.
    20. Arovuori, Kyösti & Kola, Jukka, 2006. "Multifunctional Policy Measures: Farmers' Choice," 2006 Annual meeting, July 23-26, Long Beach, CA 21400, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

    More about this item

    Keywords

    ;
    ;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:eaae11:114409. See general information about how to correct material in RePEc.

    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 CitEc recognized a bibliographic reference but did not link an item in RePEc 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/eaaeeea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.