Exploring Gender Differences in Trait Preferences among Groundnut Value Chain Actors in Northern Ghana

Assessing gender differences in trait preferences of groundnut value chain actors can influence the effectiveness of crop breeding programs, the adoption of developed technologies, and policy interventions. However, there is limited evidence to support decisions that meet end users’ demands, given that most studies do not disaggregate trait preferences by sex and age. We use a stated preference method to characterize the preferences and willingness to pay (WTP) for various attributes of improved groundnut varieties by male and female youth and older adults in the different segments of the groundnut value chain. The results indicate heterogeneity in preference and WTP for production, market, and nutrition attributes of groundnut across supply chain actors. The results showed that gender is not a unifying factor in respondents’ WTP, revealing dissimilarities among youth and older adults of the same sex group. Our findings suggest that groundnut breeding programs must prioritize production, market, and nutrition attributes based on gender needs to speed up the process of adoption, commercialization, and utilization of groundnut.