Double Hurdle Approach to Consumer Awareness, Perception Of, and Willingness to Pay for Greenhouse Vegetables

Understanding awareness, perception of, and willingness to pay from the consumer’s perspective could increase acceptance of greenhouse grown vegetables. Multistage sampling was used to select 120 respondents consuming greenhouse vegetables. Data were collected with a structured questionnaire, analyzed with descriptive statistics, and a double hurdle regression model. Most respondents were male with mean age, household size and monthly income of 38 years, 5 persons and ₦115,566.7, respectively. The majority of respondents were aware of, and had favorable perceptions of, greenhouse vegetables [tomato (Solanum lycopersicum L.), cucumber (Cucumis sativus L.), and bell pepper (Capsicum annuum L.)], but were not willing to pay the additional cost. The mean amount respondents were willing to pay∙kg−1 of tomato; cucumber and bell pepper were ₦799.17, ₦776.67, and ₦742.92, respectively, ₦ is the Naira, Nigerian currency, 1$US = 365₦. Increased awareness and income could increase respondent willingness to pay for greenhouse vegetables while increased number of dependent individuals reduces it. Greenhouse vegetables are luxury goods, increasing income could increase respondent overall acceptance. Information leading to implementing pricing tactics and promotion could help improve overall respondent acceptance of greenhouse grown vegetables.