{"title":"Consumer satisfaction with local rice attributes and willingness to pay for improvement by internal migrants and natives in urban Ghana","authors":"Bismark Amfo, V. Abankwah, Mohammed Tanko","doi":"10.1108/jadee-07-2022-0160","DOIUrl":null,"url":null,"abstract":"PurposeThis 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/approachPrimary data was sourced from 304 urban consumers and ordered probit regression was employed.FindingsUrban 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/implicationsThere 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/valueWe compared consumers' satisfaction and WTP for improved local rice attributes among internal migrants and natives in urban Ghana.","PeriodicalId":45976,"journal":{"name":"Journal of Agribusiness in Developing and Emerging Economies","volume":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2022-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Agribusiness in Developing and Emerging Economies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jadee-07-2022-0160","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"AGRICULTURAL ECONOMICS & POLICY","Score":null,"Total":0}
引用次数: 1
Abstract
PurposeThis 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/approachPrimary data was sourced from 304 urban consumers and ordered probit regression was employed.FindingsUrban 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/implicationsThere 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/valueWe compared consumers' satisfaction and WTP for improved local rice attributes among internal migrants and natives in urban Ghana.
期刊介绍:
The Journal of Agribusiness in Developing and Emerging Economies publishes double-blind peer-reviewed research on issues relevant to agriculture and food value chain in emerging economies in Asia, Africa, Latin America and Eastern Europe. The journal welcomes original research, particularly empirical/applied, quantitative and qualitative work on topics pertaining to policies, processes, and practices in the agribusiness arena in emerging economies to inform researchers, practitioners and policy makers