Consumer willingness to pay for food safety in Tanzania: an incentive-aligned conjoint analysis
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Date
2012
Authors
Journal Title
Journal ISSN
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Publisher
Blackwell Publishing Ltd
Abstract
In this paper, we present results from a consumer experiment in Tanzania focusing on food
safety. We elicit consumers’ willingness to pay (WTP) a premium for tomatoes that have
been inspected by health officials to meet the standards set by the Tanzania Bureau of
Standards. We also elicit consumers’ WTP for tomato attributes that can be associated with
different food safety standards: conventional vs. organically produced and various origins.
Two hundred sixty-nine urban consumers from Morogoro, Tanzania took part in the
experiment where they evaluated tomatoes using the Becker–deGroot–Marschak mecha nism. The results show that on average, consumers in Tanzania are willing to pay a
premium for inspected and organically produced tomatoes. Consumers have a strong
preference for tomatoes produced in Tanzania and do not discount tomatoes produced in
areas associated with poor agricultural practices. However, consumers do significantly
discount tomatoes imported from South Africa.
Description
Journal Article
Keywords
Conjoint analysis, food safety, incentive-compatible method, organic, tomatoes, Tanzania.
Citation
39