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Gender Dynamics In Consumer Preferences And Willingness To Pay For Edible Mushrooms In Ghana

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  • Owusu, Rebecca
  • Dekagbey, Florence Sefakor

Abstract

This study uses choice experiment to investigate men and women consumers’ preferences and willingness to pay for edible mushrooms in Ghana. We used a mixed logit model to examine preference heterogeneity. The econometric modelling revealed that men consumers have a negative utility for oyster mushrooms compared to straw mushrooms. They also have preference for cheap and locally cultivated mushrooms compared to expensive and imported mushrooms. However, women consumers have preferences for the shiitake mushroom variety compared to the straw mushroom variety. They also prefer cheap mushrooms irrespective of their location and such mushrooms must be frozen and not fresh. The findings highlight variation between men and women in preferences for mushroom variety, however, both have preferences for low prices, suggesting that both genders are economically rational and obey the law of demand.

Suggested Citation

  • Owusu, Rebecca & Dekagbey, Florence Sefakor, 2020. "Gender Dynamics In Consumer Preferences And Willingness To Pay For Edible Mushrooms In Ghana," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 11(4-5), June.
    • Handle: RePEc:ags:apstra:339774
    DOI: 10.22004/ag.econ.339774
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    References listed on IDEAS

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    6. Chakrabarti, Anwesha & Campbell, Benjamin L. & Shonkwiler, Vanessa, 2019. "Eliciting Consumer Preference and Willingness to Pay for Mushrooms: A Latent Class Approach," Journal of Food Distribution Research, Food Distribution Research Society, vol. 50(1), March.
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