This study examined consumer’s willingness to pay for food safety attributes in bread in Lagos
metropolis. It empirically analyzed the factors driving willingness to pay for improved bread and
the effect of attributes on willingness to pay and mean willingness to pay for improved bread.
The data for the study using a well-structured questionnaire containing Choice Experiment (CE)
questions for eliciting willingness to pay was collected from 150 respondents using a two-stage
random sampling technique. Data analysis was carried out using descriptive statistics and the
Conditional logit regression model. Empirical results reveal that price and the non-monetary
attributes namely, bromate label, certification, nutritional label, flavor and texture were all
significant in explaining consumer’s choices. The study suggests that government and producers
should promote strict adherence to bromate free and nutritional labels, since the result shows that
consumers’ willingness to pay is higher than the status quo with respect to this attributes.