.Determinants of Bread Consumers’ Willingness to Pay for Safety Labels in Oredo Local Government Area, Edo State, Nigeria

.Determinants of Bread Consumers’ Willingness to Pay for Safety Labels in Oredo Local Government Area, Edo State, Nigeria

Author by Dr. Olubunmi Balogun

Journal/Publisher: New York Science Journal

Volume/Edition: 4

Language: English

Pages: 15 - 20

Abstract

The study examined the determinants of bread consumers’ willingness to pay for safety labels in Oredo Local Government Area in Edo State.  Stratified sampling technique was used to select three wards (strata) from the 12 wards in the area of study to have representative sample of different classes of people (high, middle, and low income earners) and one hundred and twenty bread consumers were interviewed. Data were analysed using descriptive statistics and binary logistic regression model. Average age of consumer of bread in the area was 38.1 years while mean income was N132, 567.50 monthly. Household size was 5 members and majority of respondents were married. Majority (94.2%) of the respondents preferred safety labeled bread with 72.5% willing to pay extra amount for safety labeled bread. High proportion of the variation in willingness to pay was explained by the independent variables (Pseudo R2=78.38%). The mean willingness to pay for safety labeled bread was N175.4. The consumers’ willingness to pay for safety labeled bread decreased as the price (p<0>


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