Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana

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cg.authorship.typesCGIAR single centreen
cg.authorship.typesCGIAR and developing country instituteen
cg.contributor.donorDepartment for International Development, United Kingdomen
cg.contributor.donorMinistry of Foreign Affairs, the Netherlandsen
cg.coverage.countryGhana
cg.coverage.iso3166-alpha2GH
cg.coverage.regionAfrica
cg.coverage.regionSub-saharan Africa
cg.coverage.regionWestern Africa
cg.creator.identifierMelissa Hidrobo: 0000-0003-2121-9522
cg.creator.identifierGiordano Palloni: 0000-0002-2536-0059
cg.creator.identifierDaniel Gilligan: 0000-0002-3530-0148
cg.identifier.doihttps://doi.org/10.2499/p15738coll2.133591en
cg.identifier.projectIFPRI - Poverty, Health, and Nutrition Division
cg.identifier.projectIFPRI - Voice for Change Partnership
cg.identifier.publicationRankNot ranked
cg.number1906en
cg.placeWashington, DCen
cg.reviewStatusInternal Reviewen
dc.contributor.authorHidrobo, Melissaen
dc.contributor.authorPalloni, Giordanoen
dc.contributor.authorAker, Jenny C.en
dc.contributor.authorGilligan, Daniel O.en
dc.contributor.authorLedlie, Natashaen
dc.date.accessioned2024-05-22T12:14:28Zen
dc.date.available2024-05-22T12:14:28Zen
dc.identifier.urihttps://hdl.handle.net/10568/143487
dc.titlePaying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghanaen
dcterms.abstractWith the widespread growth of mobile phone coverage and adoption over the past decade, there has been considerable enthusiasm over the potential for information and communication technologies (ICTs) to provide a low-cost approach for farmers to overcome information constraints in agricultural initiatives. The commercial viability of ICTs relies on effective demand for these services. This paper assesses farmers’ willingness to pay (WTP) for a digital platform that provides nutrition-sensitive agricultural information in Ghana. Using the Becker-DeGroot-Marschak method to elicit WTP, we randomly vary the framing of the marketing messages for the service, as well as the gender of the person targeted, to examine the effects of framing and respondent gender on demand. We find that farmers are highly price sensitive, but most are willing to pay a low monthly price for the service. A nutrition-focused marketing message leads to higher WTP than an agriculture only message, and women have substantially lower WTP than men, with the latter difference driven by lower WTP for the service among women who report access to alternative sources of nutrition, health, and agriculture information.en
dcterms.accessRightsOpen Access
dcterms.bibliographicCitationHidrobo, Melissa; Palloni, Giordano; Aker, Jenny C.; Gilligan, Daniel O.; and Ledlie, Natasha. 2020. Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana. IFPRI Discussion Paper 1906. Washington, DC: International Food Policy Research Institute (IFPRI). https://doi.org/10.2499/p15738coll2.133591.en
dcterms.extent50 p.en
dcterms.isPartOfIFPRI Discussion Paperen
dcterms.issued2020-01-01
dcterms.languageen
dcterms.publisherInternational Food Policy Research Instituteen
dcterms.relationhttps://doi.org/10.2499/p15738coll2.134454en
dcterms.relationhttps://doi.org/10.22004/ag.econ.277451en
dcterms.replaceshttps://ebrary.ifpri.org/digital/collection/p15738coll2/id/133591en
dcterms.subjectwillingness to payen
dcterms.subjectgenderen
dcterms.subjecthealthen
dcterms.subjectfarmersen
dcterms.subjectservicesen
dcterms.subjectinformation servicesen
dcterms.subjectmodellingen
dcterms.subjectagricultureen
dcterms.subjectnutritionen
dcterms.subjectinformation and communication technologiesen
dcterms.subjectinformationen
dcterms.subjectremunerationen
dcterms.subjectdigital technologyen
dcterms.subjectwomenen
dcterms.typeWorking Paper

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