Awareness and Willingness to Pay for Moringa
Abstract (paywall), International Journal of Vegetable Science, 2015
Moringa (Moringa oleifera Lam) leaves are highly nutritious and contain essential amino acids; moringa is a complete protein source and contains essential vitamins, minerals, co-enzymes, and antioxidants. Moringa cultivation is gaining popularity, but not all Nigerians are aware of, or have access to, Moringa. This study examined awareness, willingness to pay, and factors that determine willingness to pay for Moringa of 131 randomly selected respondents. About 83% were aware of Moringa, and the average amount respondents were willing to pay was N314.89·kg−1 for fresh Moringa. Factors influencing willingness to pay were age, education, and preference of respondents for other vegetables. Though the level of awareness of Moringa is high, consumers preferred other vegetables.
Keywords: Moringa oleiferaLogit regressionMinor cropNigeriaPreferenceTropicalVegetable