KIARII E.G. Msc, Kenya

Consumption of organic products in Kenya has increased as evidenced by the emergence of products labeled Organic in the market, specialized organic green grocer shelves stocking organic products in major supermarkets, organic menus and specialized organic restaurants in major cities. However, there is limited information on the factors that influence consumers’ willingness to pay more for organically produced vegetables. Similarly, the demand for organic products outstrips the supply and producers are not aware of this information.

Availability of such information is important so as to inform the policy making processes, consumer education and also inform producers so as to produce to meet consumer’s expectations. To address the information gap, a consumer survey was carried out to evaluate factors that influence consumer’s willingness to pay premium prices for organically produced vegetables in Nairobi.