Consumer Willingness to Pay for Safer Vegetables in Urban Markets of a Developing Country: The Case of Kale in Nairobi, Kenya

Abstract The rapid urban population growth, rising level of urban poverty, and problems with food supply and distribution systems have increased the importance of developing local supplies of perishable produce of safe and good nutritional value in developing countries. This examination of consumer preferences for food safety across major urban fresh vegetable market categories revealed that the explanations behind purchase intentions were market segment-specific. There is a need to target agricultural policies relating to handling practices and for public health policies to be more differentiated in promoting food safety.