Cooking takes the largest percentage of energy consumption and most households still depend on wood fuel energy, which contributes significantly to global warming. However, a major consideration for market infiltration of a green energy product is the willingness of consumers to pay for it. The study examined the determinants of willingness to pay for biofuel among small-scale food sellers in Ibadan metropolis. Primary data were collected from one hundred and fifty-five small-scale food sellers in Ibadan metropolis using a multi-stage sampling procedure. Data were analysed using descriptive statistics and probit regression. The majority of the food sellers were female (91.0%) with less than five household members (65.8%) and had tertiary education (40.0%). Most of them were not aware of biofuel (82.6%) but were willing to substitute firewood for biofuel (78.1%). The probability of willingness to pay for biofuel was increased by household size, being a female but reduced by bid at the unit price of ₦500 per litre. However, it was reduced by household size and education at ₦600 per litre. Based on the findings of this study, the entrepreneurs should take advantage of the emerging biofuel market by creating awareness of green energy and its benefits among the citizenry while government should support its production so that it can be sold at affordable price.

Analysis of consumer preferences for cowpea varieties in Osun State was carried out with a view to identifying attributes that determine price variation among cowpea varieties and the effect on consumer’s willingness to pay for those varieties. A multistage sampling technique was used to randomly select 240 respondents for the study, comprising 180 cowpea consumers and 60 retailers. Primary data were collected on cowpea varieties, their attributes and the consumer’s willingness to pay for cowpea varieties using well structured questionnaire. Data collected were analysed using both descriptive and inferential statistics. The results showed that out of thirteen varieties found in the area, only nine varieties of cowpea were common in the market. The quality of each variety differs which explained variation in their price. In terms of preference the Oloyin variety is preferred most by 78% of consumers. Weevil resistance had the highest rank among the cowpea attributes. Oloyin had the highest WTP followed by Milk and Drum with ₦303, ₦237 and ₦213 per kg, respectively. Hedonic pricing methods provide a statistical estimate of premiums and discounts for cowpea attributes. Results indicated that weevil resistance was the most important attribute to consumer. Cowpeas with weevil damage tolerance, brown colour, large grain size and short cooking time commanded price premium for almost all the varieties. The consumer discounted prices for insect damage, small size, white colour, smooth skin and grain colour mixed together. The study concludes on the need for breeders and research institutes to incorporate these cowpea attributes that attracted price premium into their cowpea breeding programmes.

The purpose of this study was to estimate and identify factors affecting the willingness of households to pay for conservation of Washera sheep in West Gojam, Ethiopia. This study used both primary and secondary data. A three-stage sampling method was used to collect data from 240 respondents. Data were analyzed using descriptive statistics and econometric models. The two-dimensional test model used a method to determine the choice of the imputation method using double limited dichotomies. The study showed that education level, livestock size, extension contacts and credit source positively affected the maximum household’s willingness to pay for conservation of Washera sheep. On the other hand, age, sex, land size, and the distance of the home from the household’s market have negatively affected the maximum household’s willingness to pay for conservation of Washera sheep. Meanwhile, the total number of valid answers corresponds to 122,168 households. Therefore, the mean willingness to pay for Washera sheep conservation was US$ 3.75 per year and the total economic benefit gain from Washera sheep conservation were equivalent to US$1,069,647.23. The study recommends that households be willing to contribute to the conservation of Washera sheep breed by providing the cash. This ensures community participation in all decision making and formulation of plans and policies related to the conservation of Washera sheep breeds.

The aim of the study was to design the drinking milk profiles according to the factors and their levels effecting on the consumers’ purchase decisions towards drinking milk with the region of origin at the retailer level, and then to determine the market shares (MS) and the consumers’ willingness to pay (WTP). Research data were obtained from 160 households consuming drinking milk in Iğdır province. Conjoint Analysis were used to design drinking milk profiles with the region of origin, and to determine their market shares (MS) and consumers’ willingness to pay (WTP). The result of the study highlighted that the marketing shares of the first three drinking milk profiles maximizing the consumers’ total utilities were calculated as %34, %12 and %10 (card number 7, 6 and 1), respectively. On the other hand, the consumers’ willingness to pay under the origins and price levels of drinking milk were analyzed as %26 for Aegean/Marmara Region, %16 for Northeast Anatolia Region and %12 for Eastern Black Sea Region at the lowest price levels. By having designed drinking milk profiles maximizing the consumers’ total utilities, the marketing share and penetration rates of the products could increase, and the product profiles responded to the consumers’ willingness to pay could also satisfy considerably on their purchase decisions.