Consumer satisfaction with local rice attributes and willingness to pay for improvement by internal migrants and natives in urban Ghana

Purpose - This study investigated consumers' satisfaction with local rice attributes and willingness to pay (WTP) for improvement by internal migrants and natives in urban Ghana. Design/methodology/approach - Primary data was sourced from 304 urban consumers and ordered probit regression was employed. Findings - Urban consumers had higher satisfaction with imported rice attributes than local rice. Consumers were unsatisfied with aroma, availability/accessibility, cleanliness, packaging, grain appearance, measurement standard, and taste of local rice. Moreover, 90% were willing to pay higher prices for local rice with improved attributes and WTP was higher among natives than migrants. Averagely, urban consumers are willing to pay 51% increase in market price of local rice if attributes were improved. Natives, males, educated, high-income, local rice consumption, shopping from supermarkets, trust in certification bodies, and dissatisfaction with local rice attributes boost WTP for improved local rice attributes. Research limitations/implications - There is a great market potential for local rice with improved attributes. Thus, there should be an improvement in local rice attributes and sold at moderate price and in supermarkets. Originality/value - We compared consumers' satisfaction and WTP for improved local rice attributes among internal migrants and natives in urban Ghana.