Vegetables are either cultivated conventionally using a full complement of agrochemicals particularly pesticides or with very little or none or using only organic where they are said to be cultivated organically. In the developed economies these differences are acknowledged and attract different prices. In many developing countries such as Ghana, there are no clear cut differences between organic (safe) and inorganic vegetables. One hundred and ninety four consumers from two cities in Ghana were interviewed through structured questionnaires to ascertain their perceptions, purchasing behaviour and willingness to pay for safe vegetables. The results indicated that 55.2 % of consumers were unaware of safe/organic vegetables. Also majority of consumers (59.8%) purchased vegetables if they looked fresh. The ordinary vegetable consumer could not distinguish between safe (organic) and inorganic vegetables in the market. An Ordered Probit Model was used to assess the factors that would influence consumers' willingness to pay higher prices for safe vegetables. The model showed that labeling, visual appearance, freshness and availability had significant influences on consumers' willingness to pay higher prices for safe vegetables. The study provided valuable information on consumers' perceptions and willingness to pay a higher price for safe vegetables. We Therefore recommend the development and implementation of segregating indicators and separate distribution channels for organic and inorganic vegetables in Ghana.

Keyword:organic, safe, labeling, freshness, ordered Probit model, chemical residue, conventional vegetable

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