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Abstract
This paper examines the market potential for fresh organic lettuce and water melon with a
recently collected data on consumers from Kumasi metropolis of Ghana. Using a doublebounded
dichotomous choice contingent valuation technique, consumer’s willingness to
pay is estimated with a Tobit model to address the zero willingness to pay responses in
the sample data. As much as 71% of the consumers are willing to pay over 50% price
premiums for organic vegetables and over 82% are willing to pay 1%–50% price
premiums for organic fruits. The empirical results indicate that human capital, product
attributes and consumer perception influence consumers’ willing to pay for organic food
products. The estimated market potential for organic fruit is GH¢32,117,113 (US$
26,453,433) per annum and that of organic vegetable is GH¢1,991,224 (US$1,640,083)
per annum suggesting a huge market potential for organic fruits in Ghana.