Consumers' preferences and willingness to pay for sustainable milk in Zimbabwe
Description
Numerous studies, primarily conducted in developed countries, have shown that unsustainable farming practices pose significant challenges, including global warming, water pollution, diseases, and biodiversity loss. As a result, consumers in these regions are shifting their preferences toward sustainably produced milk, prompting a reevaluation of dairy production systems. However, there is limited understanding of consumers' preferences for sustainable milk in developing countries. A consumer survey was conducted to examine consumers' perceptions and their willingness to pay for sustainable milk attributes.
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Steps to reproduce
Focus group discussions were conducted to determine the key attributes that Zimbabwean consumers value. Following this, a questionnaire was designed, as well as a discrete choice experiment, to be included in the survey. A pre-pilot study was then conducted, and the questionnaire was adjusted accordingly. A pilot study was subsequently conducted, and the questionnaire was adjusted again. The researcher trained the enumerators, and the survey was then conducted in phases to collect 402 responses in Harare, Zimbabwe. Key Global Analytics was engaged in data collection.
Institutions
- University of Pretoria
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Funders
- University of Pretoria