Abstract: This study was undertaken to estimate the factors that determine an average consumers willingness to pay for a given quantity of safely prepared fish demanded than not having it at all in Bayelsa State. Data were obtained using a survey instrument specially designed with images of safe and unsafe food guides to aid consumers preference for safety. Data were analyzed using simple descriptive statistical tools with cross tabular analysis and a dichotomous choice logistic model. A mean age and educational level of 40 and 12 years respectively which shows that the consumers are relatively young and can understand the implications of health risk associated with unsafe food consumption. Consumers are actually aware (68.3%) of some fish safety measures available and can show interest (58.3%), but surprisingly 65% of them are not willing to pay the bid amount for the safe measures built in the safe fish consumption. The study showed that economic reasons rather than health factors can reduce preference for food safety. Increase in income and house hold size can increase the marginal effect to safety by 28 and 21%, respectively, while the bid price increases with a decrease in demand for safety of a unit quantity of fish consumed. Consumers Protection Agencies should guide fish producers to channel their efforts towards building the safety measures in the fish at a reduced cost and restrict an open and unsafe food vending outlet to the public.
N.C. Ehirim , H.O. Mark , C. Ogueri , G.S. Adaka and T.T. Awoyemi , 2007. Determinants of Consumers Willingness to Pay for Fish Safety in Bayelsa State of Nigeria . The Social Sciences, 2: 399-404.