Consumers’ Perception and Willingness to Pay for Organic Leafy Vegetables in Urban Oyo State, Nigeria

Recent development of widely reported incidents of dangerous levels of pesticides in food, fertilizer contamination of ground water and the occurrence of livestock diseases attributable to the production methods of large scale agriculture have stimulated the demand for organic food. Food safety is also gaining prominence in developing countries as more and more people desire to consume chemical free foods. This study therefore assessed consumer’s perception of food safety standards and willingness to pay (WTP) for organic vegetables in Oyo state, Nigeria. Data were obtained from two hundred respondents through a multistage sampling procedure using the contingent valuation method and were analysed using descriptive statistics, principal component analysis and the logit model. Results showed that majority (87%) were in their economic active age (≤ 50 years) and 73% of the respondents had prior knowledge of organic vegetables. Furthermore, about 58% of the consumers preferred organic fluted pumpkin (Ugwu) to other organic vegetable probably owing to their awareness of the health advantages and nutritional constituent of the vegetable. The results of the principal component analysis showed that 49 percent of the respondents had information (awareness) about organic leafy vegetables. The logistic model showed that employment status, price, health benefit and label had positive relationship with WTP for organic vegetables while gender and household size had a negative relationship with WTP.