Functional foods; Ghana; Moringa bread; Ordered probit model; Willingness to pay

CONSUMER WILLINGNESS TO PAY A PREMIUM FOR A FUNCTIONAL FOOD IN GHANA

by Farida Badu-Gyan and Victor Owusu Interest in functional foods has been growing in sub-Saharan Africa due to consumer concerns with diet and nutrition. This paper analyses consumer awareness, perceptions and effects of the determinants of consumer willingness to pay (WTP) a premium for Moringa bread in Ghana. An ordered…