Influence of Socio-Economic Factors on Willingness to Pay for Livestock Insurance among Cattle Farmers in Tanga Region, Tanzania
Alfa Stanley Bigeni ORCID ↗ · Francis Mmari
International Journal of Research in Business and Social Science · 2026 · Vol. 15 / Issue 6 · 28-36
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Abstract
This study analysed the influence of socio-economic factors on willingness to pay (WTP) for livestock insurance among cattle farmers in Tanga Region, Tanzania. Guided by the Theory of Planned Behavior (TPB) and a pragmatist philosophy, the study employed a cross-sectional explanatory mixed-methods design. A sample of 385 farmers was targeted and 380 questionnaires were analysed, complemented by semi-structured interviews with 15 informants. WTP was modelled as a binary outcome using probit model. Monthly income (β = 0.00142, p < 0.001) and education (β = 0.324, p < 0.001) were positively associated with WTP, while occupation was negatively associated with WTP (β = −0.285, p = 0.012). Average marginal effects (AMEs) were 0.00057 for monthly income, 0.1293 for education and −0.1137 for occupation. Qualitative findings explained these relationships through irregular income and premium affordability, insurance literacy and comprehension of policy conditions, livelihood dependence on livestock, and competing household financial priorities. The patterns are consistent with evidence that affordability, information and education constrain agricultural-insurance participation, while off-farm diversification can either complement or substitute for formal insurance depending on context. The study concludes that improving WTP requires affordable and flexible premium arrangements, simplified insurance information and differentiated outreach that recognizes farmers’ livelihood structures.
Keywords: {'name': 'socioeconimic factors, willingness to pay, livestock insurance, theory of planned behaviour, probit regression, mixed methods'}
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Alfa Stanley Bigeni
Affiliation not supplied
Francis Mmari
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