WILLINGNESS TO PAY FOR ORGANIC TOMATO AND BELL PEPPER IN KANO STATE, NIGERIA: A HECKMAN TWO-STEP ANALYSIS
Keywords:
Organic vegetables, Willingness to pay, Attitude-behaviour gap, Heckman model, Kano StateAbstract
Background: Demand for organic vegetables is growing in Nigeria, but high prices and consumer uncertainty limit market growth. Objective: This study estimated consumers’ willingness to pay (WTP) for organic tomato and bell pepper and examined the socioeconomic and perception factors driving WTP in Kano State. Methods: Primary data were collected from 288 consumers using structured questionnaires. The Heckman two-step model was used to correct for selection bias in WTP responses. Key Findings: On average, consumers were willing to pay a premium for organic tomato and organic bell pepper. Key drivers differed by crop. For tomato, age and freshness increased WTP, while higher education reduced the likelihood of paying. For bell pepper, age reduced WTP and household income reduced the probability of participation. Consumers rated freshness, taste and appearance highly, but rated chemical safety lowest, indicating low awareness of organic certification. The attitude scale showed low reliability, suggesting an attitude-behaviour gap. Conclusion: The results support crop-specific marketing strategies. Freshness-based messaging will work for tomato, while affordability and pesticide-free certification are critical for bell pepper. Improving consumer awareness of organic standards can help bridge the gap between positive attitudes and actual premium payments.
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