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

IF 2.4 Q2 AGRICULTURAL ECONOMICS & POLICY
Bismark Amfo, V. Abankwah, Mohammed Tanko
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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.
加纳城市内部移民和本地人对当地大米属性的消费者满意度和为改进支付的意愿
目的本研究调查了加纳城市内部移民和本地人消费者对当地大米属性的满意度和支付意愿(WTP)。设计/方法/方法主要数据来自304名城市消费者,采用有序probit回归。发现城市消费者对进口大米属性的满意度高于本地大米。消费者对当地大米的香气、可获得性、清洁度、包装、籽粒外观、计量标准和口感不满意。此外,90%的人愿意以更高的价格购买改良的本地大米,并且当地人的WTP高于移民。平均而言,如果当地大米的属性得到改善,城市消费者愿意支付当地大米市场价格上涨51%的费用。当地人、男性、受过教育、高收入、当地大米消费、从超市购物、对认证机构的信任以及对当地大米属性的不满,都促进了WTP对当地大米属性的改善。研究局限/启示改良的本地水稻具有巨大的市场潜力。因此,应该改善当地的大米属性,以中等价格和超市销售。原创性/价值我们比较了加纳城市内部移民和本地人对改善当地大米属性的消费者满意度和WTP。
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来源期刊
CiteScore
4.60
自引率
37.50%
发文量
58
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
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