Consumer willingness to pay for fortified tomato juice in Ghana and its relevance for sustainable food systems

Tomato production in Ghana is associated with significant post-harvest losses, while micronutrient deficiencies remain a persistent public health concern. Value-added processing and food fortification have been proposed as potential strategies to address these challenges; however, their effectiveness depends on consumer acceptance. This study contributes to the Sustainable Development Goals (SDGs), particularly SDG 2 (Zero Hunger), SDG 8 (Decent Work and Economic Growth), and SDG 12 (Responsible Consumption and Production), by providing evidence on consumer acceptance of nutrition-sensitive food innovations that can reduce post-harvest losses and improve dietary quality. The study examines consumer willingness to pay (WTP) for fortified tomato juice in Ghana using a discrete choice experiment (DCE). Mixed logit and generalized multinomial logit models were estimated in preference space and willingness-to-pay space, respectively, to capture preference heterogeneity and derive WTP estimates. Results indicate that certification (WTP = GHS 0.521) and health claims are positively associated with consumer valuation, while all fortification ingredients—including turkey berry powder, soy milk, and edible insect (palm weevil larvae) powder—are associated with negative WTP. These findings suggest that trust-related attributes play an important role in consumer acceptance relative to product formulation involving unfamiliar ingredients. The study provides insights into how consumer preferences may influence the adoption of nutrition-sensitive food innovations aimed at reducing post-harvest losses and improving dietary quality, with relevance for sustainable food systems.