Consumers’ Perception and Preference for Organic Leafy Vegetables in Ibadan North Local Government Area, Oyo State

Abstract

In Nigeria current consumption pattern of organic produce is still very low and unsustainable. It is becoming apparent that efficiency gains and technological advances alone will not be sufficient to bring organic products consumption to a sustainable level, but consumer’s perception and preference for organic products creates another challenge to sustain organic consumption. Hence, this study assessed
consumers’ perception, and preference for organic leafy vegetables. Primary data was obtained through interview schedule administered on a random sample of 129 respondents in Ibadan North LGA.Descriptive statistics was used to analyze respondents’ perception and preference for organic vegetables. Results reveal that 69percent of respondents were females with mean age of 31years and average
household size of 5. Quality was found to be the major factor that guided consumer’s choice of purchasing point as claimed by 72.1 percent of the respondents. About one-third (65.1 percent) of respondents perceived organic vegetables to be more nutritious than conventional vegetables, 72.9 percent perceived it to be tastier, while 81.4 percent perceived it to be healthier. Results further show
that 96.9 percent of the respondents prefer organic vegetables to inorganic vegetables. Most respondents prefer organically produced vegetables;however quality of vegetables is relatively more important to consumers. It is recommended that campaigns should be intensified to educate consumers on the importance of organic vegetables and how to identify certified organic vegetables for distinction in markets so as to build consumers’ confidence over time.