A double hurdle analysis of consumers’ decisions to purchase African leafy vegetables in Limpopo province

Abstract

This study examines the factors affecting consumers’ decisions to purchase African leafy vegetables (ALVs) in the Limpopo province. The double-hurdle model was used because it accounts for whether or not consumers purchase ALVs and how much they spend on these vegetables. Purchasing and expenditure decisions were analysed, using cross-sectional data collected from 299 households during 2012. The results showed that perception factors (such as nutrition) and socio-economic factors (such as gender, education, marriage and urbanisation) influence only purchasing decisions, while age and distance to the market influence only the level of expenditure on ALVs. Factors that influence both the purchasing decision and the level of expenditure are socio-economic factors (dependency on social grants) and perception factors (perception that ALVs are relish, tasty and affordable). Interventions by retailers such as sorting, packaging and canning will promote the value of ALVs, reduce preparation time before consumption and encourage young, male, urban and educated consumers to purchase ALVs. Furthermore, by integrating awareness programmes with the media (such as local and national radio and television stations, and social media) using languages the viewers and listeners understand, might more effectively promote the consumption of ALVs.