Consumer Satisfaction and Willingness to Pay for Upgraded Meat Standards in Kumasi, Ghana

Abstract Increasing demand for safe meats stems from deepening awareness and concerns about consumer health. Nevertheless, upgrade in existing meat standards results in increased market price. Consumer satisfaction and willingness to pay (WTP) for upgraded meat standards are thus, pertinent. Using double-bounded contingent valuation, data were obtained from 400 consumers. Likert scale ranking technique, probit, tobit and truncated regressions were employed. Consumers were generally satisfied with hygiene of surrounding, pleasing appearance of meat, standard of measurement, and consistency in supplying meat but unsatisfied with packaging, price, and customer care. Averagely, consumers were willing to pay 59% increase in market price of meat if upgraded. Education, income, household composition, location-specific variables, meat safety consciousness and trust in certification agencies determine consumer satisfaction and WTP for upgraded meat attributes. The high dissatisfaction and WTP suggest a high market potential for upgraded meat attributes. The market for upgraded meat should be niched and target the educated, high income, households with children, and location-specific factors.