CONSUMER DIETARY KNOWLEDGE AND PREFERENCE FOR ORANGE FLESHED SWEET POTATOES IN NORTHERN REGION, GHANA

Abstract

The cheapest source of B carotene, a precursor for vitamin A, is orange-fleshed sweet potato (OFSP). Despite this enormous advantage, low demand has resulted in low consumption of this root. The study sought to understand what drives consumer preference, their dietary knowledge, and their willingness to pay for OFSP. Data based on a sample of 272 consumers were used for the analysis. Consumer dietary knowledge was estimated using factor analysis, while factors influencing consumer dietary knowledge were identified using multiple linear regression. The study also employed a discrete choice experiment with three OFSP attributes (dry matter content, size, and price), where the random parameter logit model was used to analyze consumer choice behavior. It was evident from the study that consumer dietary knowledge had an effect on the preference and, subsequently, the consumption of OFSP. The study also revealed that consumers in the study area preferred OFSP roots with low dry matter compared to those with high and medium dry matter content. Similarly, roots of large size were preferred to roots of small and medium size. The willingness to pay (WTP) boxplot also revealed that there is a significant heterogeneity in consumers' WTP for OFSP attributes, although the distribution of the WTP for the attributes is relatively narrow except for OFSP with low dry matter. The study, therefore, recommends that efforts to increase the consumption of OFSP in the study area should be directed toward breeding roots with these characteristics, as they are the most preferred.