Files
Abstract
Large urban areas in developing countries represent currently the most dynamically
growing markets for food products. This study investigates the willingness to pay of consumers
in Nairobi for safer leafy vegetables. We survey individuals’ perceived food safety across four
major market categories, while also considering the explanatory role of trust and behavioral,
psychological, and socio-demographic covariates. Results show that willingness to pay is
market-specific and multi-faceted, with trust and perceived risks as important drivers, while
income plays only a subordinate role. We conclude that policy makers should aim to reduce
asymmetric information within the value chain without raising food prices such that safer
vegetables would become unaffordable for the poor.