Consumer preferences and willingness to pay for edible mushrooms: An evidence from a choice experiment study in Ghana

In many developing countries including Ghana, governments are promoting the production of mushrooms as agribusiness enterprise. However, less is known about consumer preferences and willingness to pay for alternative mushroom attributes. This study therefore examined consumer preferences for mushrooms in Ghana. Using a choice experiment data on consumer preferences for mushrooms, our findings indicate that consumers prefer mushrooms that are locally produced and affordable. Further, consumers prefer the straw mushroom as opposed to shiitake mushroom or oyster mushroom. It is therefore recommended that the Government of Ghana introduces strategies for improving production of mushrooms so that they become affordable to consumers. Also, awareness creation should be conducted to promote the nutritional benefits of mushrooms among consumers.