For both market signals to be effective, trust is required. This book analyses the role of trust in explaining consumers' maximum willingness to pay (WTP) for safe and certified safe food in a Hicksian framework. This theory is tested using household data (n = 2,662) generated from contingent valuation surveys undertaken in Tamale, Ouagadougou, Bamenda and Bamako. The findings show that local consumers are willing to pay substantially higher prices (+40% to +160%) for certified safe vegetables. They further suggest that trust in farmers and traders reduces WTP and trust in certifying institutions increases WTP for certified safe vegetables. Most WTPs were found to be construct valid. They are therefore taken as trustworthy expressions of consumers' preferences for safety improved vegetables. These results stress the need to introduce vegetable certification in West African cities.
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