Evaluation of Consumer Preferences for Poultry Products in Ghana using Utility Space and Willingness to Pay Space Models

This paper examines price sensitivity, eco-labelling, and sustainability components of consumer preference for poultry products in Ghana. We employed the discrete choice experiment approach using recent advances such as the utility space and willingness to pay space models. Using a sample of 195 respondents from Cape Coast metropolis and Komenda Edina Eguafo Abirem municipality, the econometric modelling revealed that, on average, sampled consumers preferred imported poultry meat with eco-labelling, preferably sold at the supermarkets but also affordable. The results suggest that demand for high-quality and sustainably produced poultry meat may be an emerging demand among poultry consumers in Ghana. The preference for supermarkets, in addition to farmers' markets, shows that the Ghanaian food system is emerging. The study's findings show a need to improve food safety standards, promote sustainable poultry production, and raise consumer awareness of eco-labelling and certification schemes in emerging economies such as Ghana. Also, the findings of this study have provided useful information for the production, marketing, and policy decisions regarding the evolving consumer preference for poultry products in Ghana.