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A Food-Based Intervention to Meet SDG 2; Consumer Education Influence on Willingness to Purchase a Nutritionally Improved Staple Food in Ibadan-Nigeria
Document Type : Original Article
Authors
1 Biotechnology and Nuclear Agriculture Research Institute (BNARI), Ghana Atomic Energy Commission, P.O. Box LG 80 Legon Accra, Ghana
2 Graduate School of Nuclear and Allied Sciences, University of Ghana, Legon, Ghana
3 World Initiative for Soy in Human Health- American Soybean Association, 12647 Olive Boulevard, St. Louis Missouri, USA
4 Institute of Statistical, Social and Economic Research, University of Ghana
Abstract
Background: The UN Sustainable Development Goal (SDG) 2 seeks to reduce all forms of hunger by 2030. The feasibility of this goal relies on factors such as food availability, consumer nutrition awareness, and purchasing power. Through innovative food technologies, new food products have been developed to meet household nutritional needs. However, household socioeconomic characteristics, food product awareness, and perception are critical to food choices. Consumer socioeconomic characteristics influence healthy eating and willingness to purchase foods. But, which socioeconomic characteristics and level of product data influence consumer willingness to pay for a product or are there other contributing factors? This project was part of a successful food product development research where an existing food product was nutritionally improved. A consumer acceptance and willingness to pay survey was undertaken in Nigeria to make a policy recommendation. This study determined the influence of product data on the willingness of consumers in Nigeria to pay for a nutritionally improved cassava product. Materials and methods: Snowballing and convenient sampling methods were used to obtain participants’ willingness to pay for proGARI (micronutrient fortified and soybean blended gari). One thousand five hundred (1500) people from four local governments in Ibadan-Nigeria participated in the study. Regression analyses were performed to establish a predictive relationship between participants’ socioeconomic characteristics and their willingness to pay for proGARI. Results: The results indicated that consumer education was essential. However, the price of proGARI was significant in determining participants'’ willingness to pay for the product. proGARI could help meet SDG 2, nonetheless, particular importance should be placed on the price and consumer education. Conclusion: The participants highly accepted proGARI and were willing to purchase at higher prices.
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Volume 13, Issue 5
September and October 2025Pages 512-533
- Receive Date 12 February 2025
- Revise Date 24 March 2025
- Accept Date 11 April 2025
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