Consumption and preferences for mushrooms in Ghana: A comparison between regret-based and utility-based approaches

Abstract

This paper employs descriptive survey and advanced discrete choice modelling approaches to examine consumption behaviour and preferences for mushrooms in Ghana. Specifically, the paper compares the mixed regret-based and utility-based approaches to examine consumer choices. Using a choice experiment data, the findings revealed, on average, that consumers hold preferences for straw mushroom variety and a disutility for the shiitake mushroom variety, but they are indifferent towards the oyster mushroom variety. The findings further indicated that consumers prefer less expensive and locally-cultivated mushrooms to expensive and imported mushrooms. Methodologically, the findings show that the mixed random regret-based choice models outperform the mixed random utility-based models. Nonetheless, the results are comparable. It is recommended that government’s policy be directed towards promoting cost-effective straw and oyster mushroom production to sustain the industry.