Consumers’ Perception and Willingness to Pay for Cassava Leaves as a Leafy Vegetable in the Ejisu - Juaben Municipality, Ghana (original) (raw)
Related papers
Consumers Willingness to Consume Cassava Leaves as a Leafy Vegetable in the Kumasi Metropolis, Ghana
This study employs the logit model to assess the determinants of consumers' willingness to consume cassava leaves as a leafy vegetable in the Kumasi Metropolis of Ghana. A multistage sampling technique was used to select 180 respondents for the study. The study found that majority (76%) of the respondents had no knowledge of the nutritional value of cassava leaves, though they had consumed the product before. The empirical results showed that socioeconomic characteristics of respondents such as age, sex, household size and monthly income, as well as their perceptions on the attributes and use of cassava leaves as food have significant influence on willingness to consume cassava leaves as a leafy vegetable. There is the need to provide information on the nutritional benefits of cassava leaves to facilitate decision-making on its utilisation/consumption. Programmes aimed at promoting the consumption of cassava leaves should consider the significant variables that have influence on the consumption of the product.
International Journal of Consumer Studies, 2009
This paper reports on a survey conducted at two major marketing centres in Ghana; Tamale in the dry savannah zone and Kumasi in the forest zone. One hundred traders were interviewed using a semi-structured questionnaire and focus groups discussions held on traders' perceptions and consumer preferences, relative importance and indigenous nutritional knowledge of traditional leafy vegetables (TLVs). The survey established that, with the exception of Xanthosoma mafafa (cocoyam leaves), inter-market distribution of TLVs is limited because of their perishable nature, narrow utilization base and lack of storage techniques. Socio-culturally related factors limiting the distribution of TLVs include regional diversity and ethnic differences in the dietary patterns of the Ghanaian populace, inadequate knowledge about the methods of preparations as well as nutritional and medicinal values of TLVs. The most preferred TLVs as reflected in the consumers' buying behaviour and traders' perceptions are Xanthosoma mafafa (cocoyam leaves), Corchorus spp.(Ayoyo), Amaranthus spp (Alefu) and Hibicus sabdariffa (Bra). The order of preference in the forest zone is Xanthosoma mafafa (cocoyam leaves) > Corchorus spp.(Ayoyo) > Amaranthus spp (Alefu) > Hibicus sabdariffa (Bra), while the reverse order pertains in the savannah zone.
Journal of Human Ecology, 2014
The paper aimed to determine consumer's willingness-to-pay for African leafy vegetables and to explore the socioeconomic and perception factors influencing willingness-to-pay for African leafy vegetables in the Limpopo Province of South Africa. Cross-sectional data were collected from 300 randomly selected households across three districts of the Limpopo Province using a contingent valuation questionnaire. The descriptive results revealed that almost 80 percent of the respondents would be willing to pay a premium for African leafy vegetables. An Ordered Probit model was applied for identification of households' socioeconomic and perception factors that influence willingness-to-pay. Willingness-to-pay was found to be mainly a function of socioeconomic factors, namely gender, urbanization, age, distance to the market, tastes/preferences and availability of African leafy vegetables throughout the year. Demand and preference for African leafy vegetables were found to be high as they have been historically important food security crops to rural households. The empirical results will be useful for African leafy vegetable producers, plant breeders, marketers and policy makers in developing eûcient production and marketing strategies. This, in turn, would provide a means of improving food security and livelihoods, especially in support of the rural poor African leafy vegetable farmers.
Journal of Agricultural Extension, 2024
Agricultural value chains in Nigeria are expanding rapidly to ensure national food security. Of the diverse locally made cassava products, pupuru (fermented cassava flour) is one of the most consumed in Ondo state. The constraint of high perishability necessitates additional processing and bio-fortification as the solution. Value-added bio-fortified pupuru hygienically packaged now adorns store shelves against the traditional pupuru sold in the open market. Information from 120 respondents, was selected through a multi-stage sampling procedure, using an interview schedule to determine their willingness to pay for value-added pupuru. Majority of the respondents consume pupuru (75.8%), at home (62.5%), whenever available (59.2%) and purchase it (51.7%) from the open markets. There is low knowledge, but favourable attitude based on its ease of consumption (ẍ=3.95), preservation (ẍ=3.85) and non-toxicity (ẍ=3.80). The majority (60.0%) are willing to pay the extra cost of value addition. The correlation showed a significant relationship between consumers’ knowledge (r=0.624), perception (r=-0.328) and willingness to pay (p=<0.05) for value-added pupuru. Availability, affordable price and endorsement from trusted people influenced their willingness to pay. Increased investment in value-added, popular local foods like pupuru shows great promise for higher income generation, strengthening household nutritional security and agricultural development.
International Journal of Vegetable Science, 2017
Understanding consumer acceptance of leafy African indigenous vegetables (AIVs) is important in enhancing their consumption levels so as to increase micronutrient intake. Cooked leaves from AIVs are traditionally consumed together with starchy staple food. Acceptance of leafy AIVs for consumption was evaluated using multivariate Probit model. Due to potential heterogeneity in consumer characteristics, a comparison was made between rural and urban dwellers. A stratified multistage sampling technique was used to select a sample of 168 rural and 282 urban respondents and data were collected using a pre-tested semi-structured questionnaire. African night shade (Solanum scabrum Mill.) had the highest acceptance level, followed by cowpea (Vigna unguiculata L. Walp.) while slender leaf (Crotalaria brevidens Benth) was least accepted by rural and urban dwellers. Apart from jute mallow (Corchorus olitorius L.), all vegetables were better accepted by rural than urban dwellers, with differences between cowpea and amaranth (Amaranthus cruentus L.). Age and occupation influenced acceptance of leafy AIVs by rural dwellers, but gender, household size, market information, and retail price explained their acceptance by urban dwellers. For rural and urban dwellers, income and market distance decreased and increased acceptance of A c c e p t e d M a n u s c r i p t 2 leafy AIVs, respectively. Improved knowledge of AIVs among urban-male, and youngerrural, household decision makers could increase acceptance of leafy AIVs.
Journal of consumer sciences, 2019
This study examines the factors affecting consumers' decisions to purchase African leafy vegetables (ALVs) in the Limpopo province. The double-hurdle model was used because it accounts for whether or not consumers purchase ALVs and how much they spend on these vegetables. Purchasing and expenditure decisions were analysed, using cross-sectional data collected from 299 households during 2012. The results showed that perception factors (such as nutrition) and socioeconomic factors (such as gender, education, marriage and urbanisation) influence only purchasing decisions, while age and distance to the market influence only the level of expenditure on ALVs. Factors that influence both the purchasing decision and the level of expenditure are socioeconomic factors (dependency on social grants) and perception factors (perception that ALVs are relish, tasty and affordable). Interventions by retailers such as sorting, packaging and canning will promote the value of ALVs, reduce preparation time before consumption and encourage young, male, urban and educated consumers to purchase ALVs. Furthermore, by integrating awareness programmes with the media (such as local and national radio and television stations, and social media) using languages the viewers and listeners understand, might more effectively promote the consumption of ALVs.
Consumer Preferences for Leafy Vegetable among Rural and Urban Dwellers in Oyo State, Nigeria
Agriculture and Natural Resources, 2014
There is need to improve the nutritive value of both rural and urban dwellers through a potential utilization of food resources. This study therefore, analyzed the consumers’ preferences for leafy vegetables in Ibadan metropolis. A purposive sampling technique was used to select markets based on their sizes and notable for vegetable patronage where buck purchases were carried out. A total of 120 marketers were randomly interviewed with the use of well structured questionnaires from 6 selected markets located in five local government areas in Ibadan. Statistical tools used include descriptive statistics using percentages, means and frequencies. While Probit model was used on factors that determine preference for leafy vegetables. The findings revealed that Majority (62%) of the marketers were female. 41% and 39% have primary and secondary education respectively. Results of the individual preference for leafy vegetables indicated that Amaranthus spp . had the highest mean value (3.76)...
In this paper we use the Becker-deGroot-Marschak auction mechanism to estimate consumer demand for biofortified yellow cassava varieties in two states of Nigeria: Imo in the southeast and Oyo in the southwest. These two states exhibit distinct habitual product color preferences for staple food made with cassava. We estimate the effect of nutrition information campaigns and nature of planting material delivery institutions on consumer demand. Willingness to pay estimation accounted for the effect of product endowment, censoring in bids and payment. Without a nutrition information campaign, biofortified varieties are unlikely to be accepted in the southeast as they are associated with substantial discounts. In the southwest, consumers are willing to pay a premium for light yellow biofortified cassava varieties even in the absence of nutrition information. The paper finds that nutrition information results in a large and significant price premium for biofortified yellow cassava in both...
Consumers’ willingness to pay for safer vegetables in Tamale, Ghana
African Journal of Science, Technology, Innovation and Development, 2018
Consumers' concerns over misuse of agrochemicals and untreated wastewater for irrigation in vegetable production are increasing demand for safer vegetables in urban cities. Providing safer vegetables requires production methods that minimize or eliminate the associated risks. Nevertheless, these practices involve extra cost, which requires that consumers, at least, bear part of the cost. The main objective of this paper is to examine factors influencing consumers' willingness to pay price premiums for safer vegetables. We sampled a cross-section of 331 consumers in Tamale, and elicited their willingness to pay premium prices for safer vegetables. The results show that consumers are willing to pay average premiums of GH¢8.01 (US$1.90), GH¢3.27 (US$0.78) and GH¢2.89 (US$0.69) for standard quantities of safer cabbage, safer ayoyo and safer okra, respectively. These premium prices are equivalent to 128.6%, 197.3% and 189.0% of the current average market prices of same quantities of the conventional vegetables. Typically, consumers willing to pay premium prices are those with income generating employment, have trust in traders and care about the use of untreated wastewater for irrigation. These findings mean that consumers are generally willing to bear extra cost to secure consumption of safer vegetables, and avoid health-related risks associated with unsafe, conventional vegetables.
Consumers Intention to Buy Branded Fresh Leafy Vegetables Among Rural and Urban Households
Review of Agricultural and Applied Economics
Research background: The intention of consumers to purchase branded goods and services is a building block for purchasing behaviour in agribusiness especially for fresh leafy vegetables with nutritional and health benefits in Africa. Purpose of the article: To examine the determinants of consumers' intention to purchase fresh leafy vegetables, and to identify the constraints militating against shopping outlet decisions of fresh leafy vegetables by the rural and urban households in the Federal Capital Territory, Nigeria. Methods: The sampling techniques were employed to collect data from primary source were stratified, purposive and convenience to select 746 respondents (396 of urban and 350 of rural households). But 608 respondents (294 for Urban area and 314 for rural area, which represents 74.2% and 89.7%, respectively) were later used for the analysis. Convenience sampling was used at a point because there is no reliable sampling frame that was existing for the respective places. Findings & Value: This study reveals that are household size, farming as a primary occupation and distance of the consumers' residence to the point of purchase leafy vegetables among both rural and urban households, with the exception of personal income which only influenced the purchasing intention of urban consumers. Poor storage facilities for fresh leafy vegetables was a major constraint to both rural and urban households in the choice of shopping outlets for fresh leafy vegetables in the Federal Capital Territory, Nigeria. All-inclusive policies should be enacted that has the potential to enhance the storage facilities for fresh leafy vegetables. For branded leafy vegetables to be purchased the shopping outlets must be made closer to the residence of the consumers.