Understanding consumer attitudes to and valuation of organic food in Sub-Saharan Africa: A double-bound contingent method applied in Dakar, Senegal

Although organic farming is increasingly perceived as a viable alternative to conventional agriculture in the face of deteriorating environmental ecosystems, little is known about consumers’ preferences for organic products in Sub-Saharan Africa. This paper bridges this gap in research and investigates the extent to which consumers value organic food in Dakar, Senegal. The double-bound contingent valuation approach was used on primary data from urban individuals. The results indicate that consumers do indeed significantly value organic vegetables, with a premium averaging 53% and varying across food items. The results also indicate that the current market structure of organic farming tends to undervalue organic products, as the actual price is 25.7% below the average consumers’ reservation price. Consumers who attach a higher value to organic products are found to be young, female, well-educated, wealthy, and fairly concerned about the health and environmental impacts associated with food production. All of these results contribute to laying the foundations to promote sustainable farming practices that make use of local solutions to address global environmental challenges.