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Bush yam has been underutilized and underrated for long due to its undesirable attributes or traits, hence the commercial and food security potentials of the crop have been downgraded and unexploited. This paper, therefore, explored the Ghanaian bush yam consumers’ decisionmaking behaviour towards the crop’s cultivar selection and the values they place on its diverse attributes. With the aim of examining consumers’ preference and willingness to pay for bush yam, we designed a choice experiment which was implemented through a cross-sectional survey, involving 390 bush yam consumers in the Western-North, Eastern and Central Cocoa Regions of Ghana. We employed Conditional logit to model consumers’ preference behaviour for bush yam attributes from the choice experiment and, subsequently, computed their willingness-to-pay for each attribute, following the Lancaster consumer theory, using the ratios of specific product attributes and cost parameter. Our estimates of consumers’ preferences for bush yam attribute revealed a highly significant preference for bigger tuber size, no colour change and sweet taste attributes. Age, education, marital status, and years of consumption were found to have influenced consumers’ preferences for bush yam attributes. Furthermore, we found that bush yam consumers are willing to pay extra price value for improvement in tuber size, colour change and taste to meet their indicated preferences. We, therefore, recommend that, for breeding programmes to be more effective and sustainable towards developing a commercial cultivar, breeding institutions and policy makers should focus on the preferred attributes as indicated by consumers for a successful future commercialization of bush yam in the country

Bush yam has been underutilized and underrated for long due to its undesirable attributes or traits, hence the commercial and food security potentials of the crop have been downgraded and unexploited. This paper, therefore, explored the Ghanaian bush yam consumers’ decisionmaking behaviour towards the crop’s cultivar selection and the values they place on its diverse attributes. With the aim of examining consumers’ preference and willingness to pay for bush yam, we designed a choice experiment which was implemented through a cross-sectional survey, involving 390 bush yam consumers in the Western-North, Eastern and Central Cocoa Regions of Ghana. We employed Conditional logit to model consumers’ preference behaviour for bush yam attributes from the choice experiment and, subsequently, computed their willingness-to-pay for each attribute, following the Lancaster consumer theory, using the ratios of specific product attributes and cost parameter. Our estimates of consumers’ preferences for bush yam attribute revealed a highly significant preference for bigger tuber size, no colour change and sweet taste attributes. Age, education, marital status, and years of consumption were found to have influenced consumers’ preferences for bush yam attributes. Furthermore, we found that bush yam consumers are willing to pay extra price value for improvement in tuber size, colour change and taste to meet their indicated preferences. We, therefore, recommend that, for breeding programmes to be more effective and sustainable towards developing a commercial cultivar, breeding institutions and policy makers should focus on the preferred attributes as indicated by consumers for a successful future commercialization of bush yam in the country

Bush yam has been underutilized and underrated for long due to its undesirable attributes or traits, hence the commercial and food security potentials of the crop have been downgraded and unexploited. This paper, therefore, explored the Ghanaian bush yam consumers’ decisionmaking behaviour towards the crop’s cultivar selection and the values they place on its diverse attributes. With the aim of examining consumers’ preference and willingness to pay for bush yam, we designed a choice experiment which was implemented through a cross-sectional survey, involving 390 bush yam consumers in the Western-North, Eastern and Central Cocoa Regions of Ghana. We employed Conditional logit to model consumers’ preference behaviour for bush yam attributes from the choice experiment and, subsequently, computed their willingness-to-pay for each attribute, following the Lancaster consumer theory, using the ratios of specific product attributes and cost parameter. Our estimates of consumers’ preferences for bush yam attribute revealed a highly significant preference for bigger tuber size, no colour change and sweet taste attributes. Age, education, marital status, and years of consumption were found to have influenced consumers’ preferences for bush yam attributes. Furthermore, we found that bush yam consumers are willing to pay extra price value for improvement in tuber size, colour change and taste to meet their indicated preferences. We, therefore, recommend that, for breeding programmes to be more effective and sustainable towards developing a commercial cultivar, breeding institutions and policy makers should focus on the preferred attributes as indicated by consumers for a successful future commercialization of bush yam in the country

Bush yam has been underutilized and underrated for long due to its undesirable attributes or traits, hence the commercial and food security potentials of the crop have been downgraded and unexploited. This paper, therefore, explored the Ghanaian bush yam consumers’ decisionmaking behaviour towards the crop’s cultivar selection and the values they place on its diverse attributes. With the aim of examining consumers’ preference and willingness to pay for bush yam, we designed a choice experiment which was implemented through a cross-sectional survey, involving 390 bush yam consumers in the Western-North, Eastern and Central Cocoa Regions of Ghana. We employed Conditional logit to model consumers’ preference behaviour for bush yam attributes from the choice experiment and, subsequently, computed their willingness-to-pay for each attribute, following the Lancaster consumer theory, using the ratios of specific product attributes and cost parameter. Our estimates of consumers’ preferences for bush yam attribute revealed a highly significant preference for bigger tuber size, no colour change and sweet taste attributes. Age, education, marital status, and years of consumption were found to have influenced consumers’ preferences for bush yam attributes. Furthermore, we found that bush yam consumers are willing to pay extra price value for improvement in tuber size, colour change and taste to meet their indicated preferences. We, therefore, recommend that, for breeding programmes to be more effective and sustainable towards developing a commercial cultivar, breeding institutions and policy makers should focus on the preferred attributes as indicated by consumers for a successful future commercialization of bush yam in the country