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Consumer perceptions and willingness to pay for cassava-wheat composite bread in Ghana

Author

Listed:
  • Victor Owusu
  • Enoch Owusu-Sekyere
  • Emmanuel Donkor
  • Nana Ama Darkwaah
  • Derrick Adomako-Boateng Jr

Abstract

Purpose - The purpose of this paper is to evaluate consumers’ willingness to pay (WTP) for composite flour bread produced with a blend of 15-40 per cent cassava flour blended with wheat flour in Ghana. Design/methodology/approach - The analysis is based on interviews with 350 consumers in the Ashanti and Eastern Regions of Ghana to assess their awareness, perceptions and WTP for cassava-wheat composite bread. From these consumer interviews, a hedonic regression model was applied to evaluate consumers’ WTP for various attributes of composite flour bread. Price-related and health-related perceptions of consumers on cassava-wheat composite bread were investigated with perception indices. Multi-attribute preference-based contingent ratings that rate product attributes in terms of importance to consumers was employed. The implicit prices of the product attributes representing the contribution of the product attributes to the WTP amount were also computed. Findings - The paper finds that consumers who are aware of cassava-blended flour bread and who like its taste and texture are willing to pay more than consumers who are unaware. This leads to a policy recommendation advocating increased advertising of the economic and nutritional benefits of cassava-wheat blended composite flour bread. Research limitations/implications - Future studies should explore the choice experiments to examine preferences for the food product. Originality/value - This paper evaluates consumers’ WTP for composite flour bread produced with a blend of 15-40 per cent cassava flour and wheat flour. Given widespread reliance on imported wheat flour and the simultaneously large volumes of locally available cassava, it is important to consider opportunities for import substitution (and possible cost reduction for consumers) of blended flour products such as cassava-wheat composite flours. Nigeria has imposed a 10 per cent blending requirement for this reason. Ghana has taken important measures recently for the development of high-quality cassava flour, and so research on its potential and actual uptake is welcomed and highly relevant to food security and agribusiness development.

Suggested Citation

  • Victor Owusu & Enoch Owusu-Sekyere & Emmanuel Donkor & Nana Ama Darkwaah & Derrick Adomako-Boateng Jr, 2017. "Consumer perceptions and willingness to pay for cassava-wheat composite bread in Ghana," Journal of Agribusiness in Developing and Emerging Economies, Emerald Group Publishing Limited, vol. 7(2), pages 115-134, August.
  • Handle: RePEc:eme:jadeep:jadee-11-2014-0044
    DOI: 10.1108/JADEE-11-2014-0044
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    Citations

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    Cited by:

    1. Laura Mirra & Simone Russo & Massimiliano Borrello, 2024. "Exploring Factors Shaping Farmer Behavior in Wastewater Utilization for Agricultural Practices: A Rapid Review," Sustainability, MDPI, vol. 16(7), pages 1-19, March.
    2. Neik, T. X. & Siddique, K. H. M. & Mayes, S. & Edwards, D. & Batley, J. & Mabhaudhi, Tafadzwanashe & Song, B. K. & Massawe, F., 2023. "Diversifying agrifood systems to ensure global food security following the Russia–Ukraine crisis," Papers published in Journals (Open Access), International Water Management Institute, pages 1-7:1124640.

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