Do Consumer Opinions Matter? Consumer Perception and Purchasing Decisions of Greenhouse Vegetables in Ghana

The pursuit to achieve zero hunger and food security of the Sustainable Development Goal-2 (SDG-2) is leading to a massive transformation of conventional food production systems into innovative systems of agriculture, such as greenhouse farming across the globe. However, empirical studies on consume...

Full description

Saved in:
Bibliographic Details
Published in:Journal of international food & agribusiness marketing 2024-05, Vol.36 (3), p.424-446
Main Authors: Adams, Faizal, Etuah, Seth, Appiah, Gifty Boakye, Aidoo, Robert, Mensah, James Osei, Nyekyeyel, Joseph, Appiah, Fosu Nobert, Serebour, Martha, Kwarteng, Nancy, Asare, Pius
Format: Article
Language:English
Subjects:
Consumer behavior
Consumer perceptions SDG 2
Consumers
Farming
Food security
Greenhouses
multivariate ordered probit
Perception
Purchase intention
Sustainable development
Vegetables
zero hunger
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The pursuit to achieve zero hunger and food security of the Sustainable Development Goal-2 (SDG-2) is leading to a massive transformation of conventional food production systems into innovative systems of agriculture, such as greenhouse farming across the globe. However, empirical studies on consumers' opinions and choices of greenhouse products are scanty, especially in sub-Saharan Africa. This study, therefore, bridges this knowledge gap by assessing consumer perception and purchasing behavior of greenhouse vegetables in Ghana. Data on 400 greenhouse vegetable consumers was solicited and analyzed using the perception index and multivariate ordered probit (MOP) model. The perception analyses show positive consumer perceptions of the environment and health attributes but negative on the affordability attribute of greenhouse farming. The MOP shows that consumer's personal features and attributes of greenhouse technology are the key drivers of the consumption intensity of greenhouse vegetables. The findings have implications for government interventions to spur investment in greenhouse technology for affordable vegetable products.
ISSN:0897-4438
1528-6983
DOI:10.1080/08974438.2022.2145536