Consumers’ taste and preference for differentiated cocoa based on darkness and flavour quality has been rising over the years. Added value of such specialty cocoa is expressed by consumers’ willingness to pay more than the standard commodity price for the attributes and associations such as...

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This paper evaluates farmers’ willingness to pay (WTP) for the vegetative propagated orange fleshed sweetpotato (OFSP) planting material that is many times considered as a public good. Famers’ WTP for OFSP vines was elicited by conducting a real choice experiment (RCE) among 121 small...