Abstract
Vegetables are either cultivated conventionally using a full complement of agrochemicals particularly pesticides or with very little or none or using only organic where they are said to be cultivated organically. In the developed economies these differences are acknowledged and attract different prices. In many developing countries such as Ghana, there are no clear cut differences between organic (safe) and inorganic vegetables. One hundred and ninety four consumers from two cities in Ghana were interviewed through structured questionnaires to ascertain their perceptions, purchasing behaviour and willingness to pay for safe vegetables. The results indicated that 55.2 % of consumers were unaware of safe/organic vegetables. Also majority of consumers (59.8%) purchased vegetables if they looked fresh. The ordinary vegetable consumer could not distinguish between safe (organic) and inorganic vegetables in the market. An Ordered Probit Model was used to assess the factors that would influence consumers’ willingness to pay higher prices for safe vegetables. The model showed that labeling, visual appearance, freshness and availability had significant influences on consumers’ willingness to pay higher prices for safe vegetables. The study provided valuable information on consumers’ perceptions and willingness to pay a higher price for safe vegetables. We Therefore recommend the development and implementation of segregating indicators and separate distribution channels for organic and inorganic vegetables in Ghana.
Highlights
In several African cities, about 50-90% of fresh vegetables are supplied from urban and peri-urban production systems (Cofie et al, 2003)
Around Kumasi, more than 12,000 smallholder farmers are involved in vegetable farming during the dry seasons (Cornish et al 2001) and urban farmers grow 90% of the main vegetables eaten in the cities of Ghana (Danso et al, 2003)
In their effort to grow a good crop, urban and peri-urban vegetable producers resort to various practices including the use of inappropriate pesticides that often compromise the safety of the produce
Summary
In several African cities, about 50-90% of fresh vegetables are supplied from urban and peri-urban production systems (Cofie et al, 2003). This study was conducted as part of a collaborative initiative amongst four West African countries; Ghana, Benin, Burkina Faso and Senegal It was aimed at ascertaining farmers' and consumers' awareness and perceptions on production and consumption of organic vegetables. It set out to provide data for production of safe vegetables in West Africa In doing this the study assessed the general knowledge and perceptions of consumers about safe vegetables and determined the market potential for their production in Ghana. This paper provides information on consumers’ perceptions, purchasing behaviour and willingness to pay for safe vegetables in the cities of Kumasi and Cape Coast in Ghana. Following from the work of Greene (1997), the ordered probit model can be specified as built around a latent regression: y
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