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Global demand for organic foods outstrips supply creating a gap that developing-country producers may be able to capitalize on to expand market shares. In many African countries, the domestic market for certified organic vegetables is not well-developed to service rising demand. Most farmers remain uncertain whether premiums for certified organic vegetables will be high enough to warrant a switch from conventional vegetable production. The study assessed consumer awareness, perception, and willingness to pay a premium (WTP) for certified organic vegetables. A total of 250 vegetable consumers were sampled for the study. Perceptions of consumers and determinants of WTP premiums were obtained using perception indices and multivariate Tobit regression, respectively. About 71% of vegetable consumers were aware of certified organic vegetables. Consumers, generally, had a positive perception of certified organic vegetables. Vegetable consumers were willing to pay between 31% and 50% premium for certified organic vegetables. The socio-economic and demographic characteristics of consumers (household size, income, sex, age, education), attributes of certified organic vegetables (better taste, freshness, and health benefits), and awareness/support for organic certification were key determinants of WTP premiums. There is a significant price premium for certified organic vegetables to support the possible transition from conventional to organic production.

Assessing consumer awareness, perception, and willingness to pay a premium for certified organic vegetables