Abstract:PurposeThis 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/approachPrimary data was sourced from 304 urban consumers and ordered probit regression was employed.FindingsUrban consumers had higher satisfaction with imported rice attributes than local rice. Consumers were unsatisfied with aroma, availability/accessibility, cleanliness, packaging, grain appearance, measurement stan… Show more
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