Willingness to Pay for Managed Pollination Services: Determinants and Implications for the Pollinators Market in Ethiopia

Pollination services are vital to agricultural productivity. Despite the growing importance of pollinators, there is limited evidence on farmers’ awareness and willingness to pay (WTP) for such services. This study assesses farmers’ awareness and WTP for managed pollination services and their determinants using data from 2811 households in Ethiopia. Using a structured household survey and the contingent valuation method, we elicited binary and continuous WTP responses for managed pollination services. We employed binary models to analyze factors influencing WTP and the amount farmers are willing to pay. The results show that 62% are willing to pay for managed pollination services, with an average of ETB 476 per hectare per year. Knowledge and awareness of honeybees’ role in crop productivity significantly increases both the likelihood and amount of their WTP. WTP tends to be higher for younger farmers, beekeepers, and those who received training in beekeeping. Farmers with bee colonies nearby, who know other pollinators or are in high vegetation cover areas, tend to offer lower amounts. Regional variation is also significant, with higher WTP in coffee-producing districts. The study highlights a substantial demand for managed pollination services. These findings underline the importance of tailored extension services, targeted training, and region-specific pricing strategies to scale up managed pollination services as part of sustainable agricultural development in Ethiopia.