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1 – 6 of 6Iddrisu Yahaya, Fred A. Yamoah and Faizal Adams
The purpose of this paper is to assess consumer motivation and willingness to pay (WTP) for “safer” vegetables from the use of non-treatment options of wastewater use in…
Abstract
Purpose
The purpose of this paper is to assess consumer motivation and willingness to pay (WTP) for “safer” vegetables from the use of non-treatment options of wastewater use in urban/peri-urban vegetable production.
Design/methodology/approach
As a theoretical basis, consumer theory of maximizing utility being an indicator of individual preference was examined through choice experiment (CE) method to measure the WTP for value of safety within the context of health reduced risk (pathogen reduction) of illness. WTP was tested empirically using survey data from 650 households in the two largest cities in Ghana (Accra and Kumasi) that are characterized by a number of well-established vegetable producers who use wastewater in their production and a large urban and peri-urban vegetable consumer market.
Findings
Experience of vegetable borne diseases drives the need for safer vegetables and income and gender are key demographic factors influencing WTP. It was further found that consumers are willing to pay an average amount of GH¢ 4.7 ($2.40) per month for a technology change that would result in the production of “safer” vegetables.
Research limitations/implications
Understanding WTP offers insight into consumer concerns, behaviour and their readiness to pay for safer vegetable options. However, a further consideration of the impact of the combinations of the various non-treatment options on pathogen reduction and the assessment of the financial viability of each option will collectively ensure an efficient and cost-effective implementation of the technologies.
Practical implications
WTP insight gained has implications for vegetable production, marketing and public health policy. The understanding from the findings forms a solid basis to canvass for certification system for urban/peri urban vegetables. The information provided also helps to formulate effective public education on the safety of vegetables.
Originality/value
Measuring WTP for safer vegetables by Ghanaian urban/peri-urban consumers is novel. The CE approach is robust and the findings can inform vegetable production and marketing decisions as well as public health policy formulation.
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Ndeye Fatou Faye, Talla Fall, Thomas Reardon, Veronique Theriault, Yacine Ngom, Mamadou Bobo Barry and Mouhamed Rassoul Sy
This paper analyzes the consumption of fruits and vegetables (FV) in Senegal by: (1) urban and rural areas; (2) FV types (African-indigenous vs non-indigenous); (3) sources of FV…
Abstract
Purpose
This paper analyzes the consumption of fruits and vegetables (FV) in Senegal by: (1) urban and rural areas; (2) FV types (African-indigenous vs non-indigenous); (3) sources of FV (imports, purchases and own-production).
Design/methodology/approach
The authors undertake descriptive and regression analyses on consumption of FV sourced from purchases, own-production and gifts. The data come from primary surveys in 2017/2018 of 6,328 rural and urban households in Senegal.
Findings
The analysis showed that FV are important in urban and rural food consumption. A stunning 76% of rural FV consumption is from purchases, showing the importance of FV supply chains even into and among rural areas. Only 12% of national FV consumption is from imports. Most FV consumption in rural and urban areas is now of non-indigenous FV; African-indigenous FV have a minor share.
Research limitations/implications
A limitation of this paper is that it uses a cross-sectional dataset.
Originality/value
There are few national survey-based studies of FV consumption in Africa. This is the first to disaggregate FV consumption between primary versus secondary cities and rural towns, and rural areas close to and far from cities, in such detail regarding types and sources of FV as outlined in the findings. The regressions contribute by including determinants beyond income, including gender, employment, spatiality and education.
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Samanthi Kumari Weerabahu, Premaratne Samaranayake, S.W. Sarath Dasanayaka and Chaminda Nalaka Wickramasinghe
This paper explores the challenges of food security from source to consumption of agri-food value chain by considering urban–rural linkages in city region food systems (CRFSs) and…
Abstract
Purpose
This paper explores the challenges of food security from source to consumption of agri-food value chain by considering urban–rural linkages in city region food systems (CRFSs) and proposes a strategic framework for CRFS identifying strategies to promote urban–rural linkages among multiple stakeholders.
Design/methodology/approach
A qualitative case study approach to a fruit and vegetable value chain from rural source to consumption in the Colombo City region identifies the challenges of food security. A snowballing sampling method was used to gather information from retailers, wholesalers, commission agent, farmers and consumers. The data were collected through face-to-face interviews, observations and secondary data sources. The data were analysed using thematic analysis.
Findings
Challenges in food security in the value chain related to five areas: input and production, infrastructure, public institutional support and policy, finance, and food market. Colombo city is heavily dependent on food sourced from other cities due to limited land and lack of locally situated commercially oriented farmers.
Research limitations/implications
This research is limited to a selected number of fruits and vegetables in the Colombo city region and leaves out other food items.
Originality/value
This study contributes to informing policy and decision-making processes to promote a more balanced rural to city food value chain in Colombo City that could benefit all stakeholders from rural small-scale producers to urban consumers.
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Opeyemi Afolabi Femi-Oladunni, María Pilar Martínez-Ruiz, Pablo Ruiz-Palomino and Ana Isabel Muro-Rodríguez
Given food industry manufacturers and retailers' growing economic interest in sub-Saharan Africa (SSA), this research aims to contribute to the understanding of consumer food…
Abstract
Purpose
Given food industry manufacturers and retailers' growing economic interest in sub-Saharan Africa (SSA), this research aims to contribute to the understanding of consumer food decisions in this specific geographical area. Thus, the intention is to analyze whether there are significant differences in the appreciation of food values according to certain key demographics of consumers (related to the individual and the context) in one of the largest SSA economies: Nigeria.
Design/methodology/approach
The review of the relevant literature enabled us to propose a series of hypotheses regarding potential significant differences in the appreciation of a series of food values (in particular, price, safety, environmental impact, nutrition and weight and measures) according to variables related to the individual and the economic and social context. In order to test the hypotheses, a structured questionnaire was personally administered to 500 Lagos residents between June and July 2020. The questionnaire contained, as well as diverse questions related to the appreciation of food values selected for this study, a group of questions about the consumers' sociodemographic characteristics – at both the individual and context level. The database was analyzed using descriptive statistics and Kruskal–Wallis tests.
Findings
The results show that nutrition and weight and measurement values are the most and least appreciated food values, respectively. However, these values differ across segments determined by the chosen sociodemographic variables.
Research limitations/implications
The results of this study are preliminary and not a complete representation of the Lagos State population, and, consequently, of the Nigerian population. Additional studies in the same and other countries in SSA are needed to confirm the authors’ findings. The results, however, provide an insight into what the most likely outcomes are. A field survey was used as respondents tend not to answer online surveys spontaneously.
Practical implications
Food manufacturers and retailers should encourage consumer-operator feedback mechanisms to improve product characteristics and development. The variations found across each segment can be capitalized upon for advertising and branding food products.
Originality/value
Having selected a country in SSA for the study is an important contribution, given that few studies have focused on this geographical area.
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Amanda Bowen, Claire Beswick and Richard Thomson
Upon completion of this case study, students should be able to apply lessons learned in core readings, analysis and discussion to a specific case study dealing with a current…
Abstract
Learning outcomes
Upon completion of this case study, students should be able to apply lessons learned in core readings, analysis and discussion to a specific case study dealing with a current, real-world situation, specifically: critically assess Livestock Wealth’s case facts and present and justify their point of view – based on attentive reading, critical analysis and engagement – about the company; use a range of strategic tools such as strengths, weaknesses, opportunities and threats analysis, PESTLE analysis and the Ansoff matrix to thoroughly evaluate Livestock Wealth’s internal and external business environment for developing strategic options for business growth and improvements to marketing strategy; use strategic thinking to develop a range of creative solutions to guide the company’s business growth and improvements to marketing strategy; and assess their own growth and development in terms of personal preparation and organisation, collaboration, critical thinking, decision-making skills, participation and problem-solving.
Case overview/synopsis
By February 2022, Ntuthuko Shezi, the founder and chief executive officer of Livestock Wealth, had turned his idea of “crowd farming”, which enables anyone to invest in living farm assets and earn a profit at harvest, into a full-fledged business that was creating wealth for both investors and farmers. Underpinning this case study is Shezi’s vision of an African continent where there is “no ground that is not planted with something of value”, local economies are created in those areas, communities are wealthy, there is abundance, there is money for children to attend school and ultimately where “cows (and agricultural produce in general) are seen as money”. Shezi had grown up in a rural area with grandparents who owned a couple of cows, realizing that the cows were the bedrock of the family’s finances. Describing his business, he says, “Cattle are like a walking bank, and we see ourselves as the bank of the future, where every person who owns a cow can access financial services through Livestock Wealth, just like it has always been in Africa.” This case study describes the two key decisions that Shezi needed to make – what direction to take in terms of business growth and how to improve his marketing strategy (with a limited budget) to attract sufficient investment into Livestock Wealth to make his dreams a reality.
Complexity academic level
This case study is suitable for use for a post-graduate diploma in business, master of business administration or master’s in management.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 11: Strategy.
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