CONSUMER WILLINGNESS TO PAY A PREMIUM FOR A FUNCTIONAL FOOD IN GHANA

Interest in functional foods has been growing in sub-Saharan Africa due to consumer concerns with diet and nutrition. This paper analyses consumer awareness, perceptions and effects of the determinants of consumer willingness to pay (WTP) a premium for Moringa bread in Ghana. An ordered probit model is employed. The empirical results indicate that consumer knowledge of the nutritional and health benefits of Moringa bread is what matters most to consumers in respect of their WTP a higher premium for the product. Consumers with knowledge on Moringa products are more willing to pay above 50% price premiums for Moringa bread. Fruitful policy recommendations are made in the paper.


Subject(s):
Issue Date:
Sep 01 2017
Publication Type:
Journal Article
Record Identifier:
http://ageconsearch.umn.edu/record/265586
ISSN:
1789-221X
Language:
English
Published in:
APSTRACT: Applied Studies in Agribusiness and Commerce, Volume 11, Number 1-2
Page range:
51-60
JEL Codes:
D12
Note:
DOI: 10.19041/APSTRACT/2017/1-2/7




 Record created 2017-11-30, last modified 2018-04-02

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