Economic valuation of consumers’ preferences for bush yam attributes: Implications for breeding commercial crop in Ghana

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