CONSUMER ACCEPTABILITY AND WILLINGNESS TO PAY FOR ORGANIC VEGETABLES IN UYO LGA, AKWA IBOM STATE, NIGERIA

Abstract

The study examined consumer acceptability and willingness to pay for organic vegetables in Uyo Local Government Area. The objectives of this study included to find out the socio-economic characteristics of consumers in the study area; to find out the perception about organically produced vegetable in the study area; to determine the willingness to pay for organically produced vegetable in the study area; to find out the level of acceptability of organic vegetables in the study area; to find out the consumer’s awareness of organic vegetables in the study area; and to determine factors related to willingness to pay for organically produced vegetable in the study area. Descriptive method was adopted in the study. Data was collected from 250 respondents selected from residents of Uyo LGA, via administration of structured questionnaire, using multi-stage sampling procedure. Data was analysed using simple percentage, descriptive statistics and Pearson's correlation analysis. The findings revealed that there is positive and significant relationship between socio-economic characteristics of consumers and consumer's willingness to pay for organically produced vegetables; and there is a positive and significant relationship between socio-economic characteristics of  consumers and consumer’s perception about organically produced vegetable. It was concluded that the positive consumer acceptability and willingness to pay for organic vegetables in Uyo indicates a potential market opportunity for organic farmers and retailers in the region. It was recommended that consumer concerns should be addressed on the rationale that by addressing consumer concerns and promoting the benefits of organic agriculture, farmers can capture a larger share of this growing market and meet the increasing demand for organic food products. This would then transform into higher productivity and profitability.