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Research article - Peer-reviewed, 2020

The Development and Promotion of Sweet Potato Yoghurt in Ghana: Implications for Sustainable Production and Consumption Policies

Donkor, Eunice Adu; Donkor, Emmanuel; Owusu-Sekyere, Enoch; Owusu, Victor


This paper analyzes how a newly developed food product (potagurt) with nutritional and health benefits can be promoted in Ghana. We employ the hedonic modeling and contingent valuation methods to estimate monetary values attached to the product's attributes using 400 consumers in the Ashanti, Eastern, and Greater Accra regions of Ghana. The findings reveal that consumers have positive perceptions on the health and nutritional benefits of the product. Buyers place a higher value on potagurt relative to normal yogurt. The high value attached to potagurt is mainly linked to the health, nutritional, food safety, and quality attributes of the product, as well as perception. Consumers' socioeconomic factors such as income, educational, and awareness levels also play a significant role in explaining their choice of the product. The practical implication is that the development and promotion of potagurt could stimulate sustainable economic development through better consumer health and improvement in the livelihoods of many players in the sweet potato value chain, especially the producers of potagurt and sweet potato farmers. We conclude that the promotion of the innovative food product could contribute to sustainable production and consumption of sweet potatoes.


consumer willingness to pay; new product development; hedonic pricing

Published in

2020, volume: 12, number: 8, article number: 3336
Publisher: MDPI

Authors' information

Donkor, Eunice Adu
Kwame Nkrumah Univ Sci and Technol
Donkor, Emmanuel
Humboldt Univ
Swedish University of Agricultural Sciences, Department of Economics
University of the Free State
Owusu, Victor
Kwame Nkrumah Univ Sci and Technol

Sustainable Development Goals

SDG2 Zero hunger
SDG12 Ensure sustainable consumption and production patterns

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