Will they buy it? The potential for marketing organic vegetables in the food vending sector to strengthen vegetable safety: A choice experiment study in three West African cities

► In the food vending sector, awareness of chemical contamination risks was low. ► WTP for organic certification of vegetables in a meal was 1.04 USD per plate (consumers). ► Marketing efforts should concentrate on the educated “elite” frequenting restaurants. ► The food vending sector is unlikely to turn vegetable production towards more sustainable strategies. ► More information on vegetable volumes consumed and on exposure to pesticides is needed.