Is there hope for domestically produced poultry meat? A choice experiment of consumers in Ghana

Over the past few decades, the opening up of trade has often put producers in developing countries under competitive pressure from food imports, particularly in the case of poultry products. Consequently, raising numerous concerns about the continued growth of domestic poultry production, especially in sub‐Saharan Africa. Therefore, this paper assesses consumers’ preferences and willingness to pay for chicken meat of domestic and imported origins and other quality attributes. We used data conducted among 500 consumers in Ghana. Results from both a random parameter logit and a latent class models show that consumers have heterogeneous preferences for chicken meat attributes. Specifically, findings indicate that consumers prefer domestic to imported chicken and are willing to pay a premium for domestic chicken. In addition, antibiotic/hormone‐free, fresh, and cuts are preferred with antibiotic/hormone‐free having a larger impact on choices. Furthermore, consumers’ preferences differ across segments and are largely based on their attitudes towards food. [EconLit citations : C25, D12, Q13].