ABSTRACT Consumers in developing countries are increasingly interested in organic vegetables as they are concerned about pesticide residues affecting their health. In southern Benin, gboma eggplant (Solanum macrocarpon) is the most popular leafy vegetable, but certified organic produce is not commonly available. We explored the market potential for organic labeling by quantifying consumers' willingness to pay (WTP). More specifically, we analyze how consumers' WTP is affected by their food safety perceptions and their time preferences—the extent to which people are willing to trade immediate gratification for future benefits. We used a choice experiment based on four product attributes: freshness, production method, leaf color, and price. Data were collected from 154 vegetable shoppers from seven urban markets in Benin. The results show that freshness, production method, and price significantly influence consumer choice. On average, consumers are willing to pay 0. 30 more for organic and 0. 032 more for freshness (per leaf pile). Consumers who view organic vegetables as free of chemical pesticides prefer organic over conventional vegetables. Time preference did not significantly influence the preference for organic vegetables. These results show a potential market for organic leafy vegetables and that this market can be expanded by influencing consumer perceptions of organic vegetables. The findings of this study are instrumental in designing policies to support organic vegetable market development and consumption.
Hounkponou et al. (2026) studied this question.