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Paying for Digital Information: Assessing Farmers’ Willingness to Pay for a Digital Agriculture and Nutrition Service in Ghana

Author

Listed:
  • Melissa Hidrobo
  • Giordano Palloni
  • Daniel O. Gilligan
  • Jenny C. Aker
  • Natasha Ledlie
Abstract
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 for the service as well as the gender of the person targeted. 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.

Suggested Citation

  • Melissa Hidrobo & Giordano Palloni & Daniel O. Gilligan & Jenny C. Aker & Natasha Ledlie, 2022. "Paying for Digital Information: Assessing Farmers’ Willingness to Pay for a Digital Agriculture and Nutrition Service in Ghana," Economic Development and Cultural Change, University of Chicago Press, vol. 70(4), pages 1367-1402.
    • Handle: RePEc:ucp:ecdecc:doi:10.1086/713974
    DOI: 10.1086/713974
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    References listed on IDEAS

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    1. James Berry & Greg Fischer & Raymond Guiteras, 2020. "Eliciting and Utilizing Willingness to Pay: Evidence from Field Trials in Northern Ghana," Journal of Political Economy, University of Chicago Press, vol. 128(4), pages 1436-1473.
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    7. Adriana Camacho & Emily Conover & econover@hamilton.edu, 2010. "The Impact of Receiving Price and Climate Information in the Agricultural Sector," Documentos CEDE 7907, Universidad de los Andes, Facultad de Economía, CEDE.
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    Cited by:

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    2. Martey, Edward & Etwire, Prince M. & Adombilla, Ramson & Abebrese, Samuel O., 2023. "Information constraint and farmers’ willingness to pay for an irrigation scheduling tool," Agricultural Water Management, Elsevier, vol. 276(C).

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