Consumer satisfaction with local rice attributes and willingness to pay for improvement by internal migrants and natives in urban Ghana

Purpose This study investigated consumers' satisfaction with local rice attributes and willingness to pay (WTP) for improvement by internal migrants and natives in urban Ghana. Design/methodology/approach Primary data was sourced from 304 urban consumers and ordered probit regression was employed. Findings Urban consumers had higher satisfaction with imported rice attributes than local rice. Consumers were unsatisfied with aroma, availability/accessibility, cleanliness, packaging, grain appearance, measurement standard, and taste of local rice. Moreover, 90% were willing to pay higher prices for local rice with improved attributes and WTP was higher among natives than migrants. Averagely, urban consumers are willing to pay 51% increase in market price of local rice if attributes were improved. Natives, males, educated, high-income, local rice consumption, shopping from supermarkets, trust in certification bodies, and dissatisfaction with local rice attributes boost WTP for improved local rice attributes. Research limitations/implications There is a great market potential for local rice with improved attributes. Thus, there should be an improvement in local rice attributes and sold at moderate price and in supermarkets. Originality/value We compared consumers' satisfaction and WTP for improved local rice attributes among internal migrants and natives in urban Ghana.