Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana
With 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 initia...
| Autores principales: | , , , , |
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| Formato: | Artículo preliminar |
| Lenguaje: | Inglés |
| Publicado: |
International Food Policy Research Institute
2020
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| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/143487 |
| _version_ | 1855534373045010432 |
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| author | Hidrobo, Melissa Palloni, Giordano Aker, Jenny C. Gilligan, Daniel O. Ledlie, Natasha |
| author_browse | Aker, Jenny C. Gilligan, Daniel O. Hidrobo, Melissa Ledlie, Natasha Palloni, Giordano |
| author_facet | Hidrobo, Melissa Palloni, Giordano Aker, Jenny C. Gilligan, Daniel O. Ledlie, Natasha |
| author_sort | Hidrobo, Melissa |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | With 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. |
| format | Artículo preliminar |
| id | CGSpace143487 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | International Food Policy Research Institute |
| publisherStr | International Food Policy Research Institute |
| record_format | dspace |
| spelling | CGSpace1434872025-12-02T21:02:41Z Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana Hidrobo, Melissa Palloni, Giordano Aker, Jenny C. Gilligan, Daniel O. Ledlie, Natasha willingness to pay gender health farmers services information services modelling agriculture nutrition information and communication technologies information remuneration digital technology women With 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. 2020-01-01 2024-05-22T12:14:28Z 2024-05-22T12:14:28Z Working Paper https://hdl.handle.net/10568/143487 en https://doi.org/10.2499/p15738coll2.134454 https://doi.org/10.22004/ag.econ.277451 Open Access application/pdf International Food Policy Research Institute Hidrobo, 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. |
| spellingShingle | willingness to pay gender health farmers services information services modelling agriculture nutrition information and communication technologies information remuneration digital technology women Hidrobo, Melissa Palloni, Giordano Aker, Jenny C. Gilligan, Daniel O. Ledlie, Natasha Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana |
| title | Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana |
| title_full | Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana |
| title_fullStr | Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana |
| title_full_unstemmed | Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana |
| title_short | Paying for digital information: Assessing farmers’ willingness to pay for a digital agriculture and nutrition service in Ghana |
| title_sort | paying for digital information assessing farmers willingness to pay for a digital agriculture and nutrition service in ghana |
| topic | willingness to pay gender health farmers services information services modelling agriculture nutrition information and communication technologies information remuneration digital technology women |
| url | https://hdl.handle.net/10568/143487 |
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