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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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    1. Bliemer, Michiel C.J. & Rose, John M., 2010. "Construction of experimental designs for mixed logit models allowing for correlation across choice observations," Transportation Research Part B: Methodological, Elsevier, vol. 44(6), pages 720-734, July.
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    3. David A. Hensher, 2006. "How do respondents process stated choice experiments? Attribute consideration under varying information load," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 21(6), pages 861-878, September.
    4. David Revelt & Kenneth Train, 1998. "Mixed Logit With Repeated Choices: Households' Choices Of Appliance Efficiency Level," The Review of Economics and Statistics, MIT Press, vol. 80(4), pages 647-657, November.
    5. 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.
    6. Gough, Brendan & Conner, Mark T., 2006. "Barriers to healthy eating amongst men: A qualitative analysis," Social Science & Medicine, Elsevier, vol. 62(2), pages 387-395, January.
    7. Rebecca Owusu Coffie & Michael P. Burton & Fiona L. Gibson & Atakelty Hailu, 2016. "Choice of Rice Production Practices in Ghana: A Comparison of Willingness to Pay and Preference Space Estimates," Journal of Agricultural Economics, Wiley Blackwell, vol. 67(3), pages 799-819, September.
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    Cited by:

    1. Mensah, Emmanuel Anobir & Acheampong, Lawrence & Asante, Isaac Kwasi & Mensah, Albert Obeng, 2022. "Institutional Factors Influencing Commercial Large-Scale Oyster Mushroom Production in the Greater ACCRA Region of Ghana," Bangladesh Journal of Agricultural Economics, Bangladesh Agricultural University, vol. 43(02), January.

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