WILLINGNESS OF CONSUMERS IN SOUTHWEST, NIGERIA TO PAY FOR ORGANIC LEAFY VEGETABLES

Authors: Aminu, F.O. and Adebanjo, O.A ( Department of Agricultural Technology, School of Technology, Yaba College of Technology)

Journal: Nigerian Journal Of Technical Education | Volume: 23 | Issue: 1 | Pages: 29 - 45

Keywords: Keywords:African spinach; Celosia argentea; Solanummacrocarpon; Southwest; Nigeria

Abstract

Identification of consumer perceptiveness and estimates of willingness to pay (WTP) for safe food has become more important as the shift to organic agriculture, which has engulfed the developing world due to negative consequences of agrochemicaluse, has reached Southwest, Nigeria.Hence, this study analysed the willingness of consumers to pay for organic leafy vegetables in the region. Data were collected with the aid of pre-tested questionnaire from 360 respondents selected using multistage procedure and analysed using descriptive statistics and double hurdle regression model. Majority (56.9%) of respondents were female with average age, family size, monthly income and expenditures of 39years, 5 persons, ? 110,507.73 ($239.71) and ? 73,178 ($158.74), respectively.The exchange rate used for this study is 1$US = 461? .More than half of the consumers were aware of, had positive perceptions of organic leafy -1 vegetables and were willing to pay ? 331.19·kg , on the average, for its regular supply.Willingness to pay for organic green leafy vegetables was found to increase with monthly income, education and awareness while it decreased with household size and monthly expenditures.Organically grown leafy vegetables are healthy foods, increasing awareness could increase consumers' willingness to pay.Access to different sources of income among consumers may have a favourable impact on the price they are willing to pay