“Green Village Hubs” and Smallholder Marketing Preference: A Discrete Choice Modelling Approach
Eric Bett1, David Michael Ayieko2
1Kenyatta University, Agribusiness Management and Trade, Kenya
Sustainable agriculture is emerging as an option to address food security and food safety. There is an increase in acreage under sustainable agriculture and a diversification of products from sustainable agriculture. Moreover, smallholder farmers involved in sustainable agriculture receive premiums and numerous ecological benefits. However, there is a disconnect in the information on sustainable agriculture among smallholders in Kenya. This has lead to the emergence of innovations, such as “green village hubs” (GVH) that attempt to address this disconnect. The GVH has three components, which are related to marketing, extension and production respectively. Therefore, it is on this basis that we attempted to evaluate smallholder farmer preference for the marketing component of GVH innovations in Makueni County in Kenya. Our study used a sample of 130 smallholder farmers, who were obtained through a stratified random sampling. Consequently we conducted a household survey, where we administered pretested questionnaires. We used discrete choice modelling approach to analyse the attributes of GVH innovations that influence smallholder farmer preference in marketing.
Keywords: Diversity, food safety, hubs, innovations, policy, sustainable
Contact Address: David Michael Ayieko, University of Nairobi, Agricultural Economics, P.O. Box 29053-00625, 00200 Nairobi, Kenya, e-mail: ayiekodavgmail.com