@article{Owusu:95955,
      recid = {95955},
      author = {Owusu, Victor and Owusu, Michael Anifori},
      title = {Measuring Market Potential for Fresh Organic Fruit and  Vegetable in Ghana},
      address = {2010-09},
      number = {308-2016-5048},
      pages = {20},
      year = {2010},
      abstract = {This paper examines the market potential for fresh organic  lettuce and water melon with a
recently collected data on  consumers from Kumasi metropolis of Ghana. Using a  doublebounded
dichotomous choice contingent valuation  technique, consumer’s willingness to
pay is estimated with  a Tobit model to address the zero willingness to pay  responses in
the sample data. As much as 71% of the  consumers are willing to pay over 50% price
premiums for  organic vegetables and over 82% are willing to pay 1%–50%  price
premiums for organic fruits. The empirical results  indicate that human capital, product
attributes and  consumer perception influence consumers’ willing to pay for  organic food
products. The estimated market potential for  organic fruit is GH¢32,117,113 (US$
26,453,433) per annum  and that of organic vegetable is GH¢1,991,224  (US$1,640,083)
per annum suggesting a huge market potential  for organic fruits in Ghana.},
      url = {http://ageconsearch.umn.edu/record/95955},
      doi = {https://doi.org/10.22004/ag.econ.95955},
}