DETERMINANTS OF CONSUMERS’ WILLINGNESS TO PAY FOR SAFER POWDERED AND PACKAGED FOOD PRODUCTS AND CONSUMERS’ TRUST IN SUCH FOOD PRODUCTS IN OGUN STATE, NIGERIA.

Author(s): Odusina, Olaniyi Adegoke, Akinsulu, Alaba Augustine, Nosiru, Omobolanle Marcus, Akerele, Abisola Rachael, Wahab, Nimot, Oriyomi, Kemi and Akinrimisi, Yemisi
Volume/Issue: Volume 2 , Issue 1 (2022)

ABSTRACT:

The place of powdered and packaged food products in the diet of the fast paced urban households necessitates investigation into what determines demand for these types of products as well as determine consumer trust for them. This study, based on the Beltman Information Processing Model (BIPM), was conducted in Abeokuta metropolis (made up of Abeokuta North and South Local Government Areas) of Ogun State. A multistage sampling technique was adopted to elicit response from 160 respondents selected from four markets within the metropolis using a combination of structured and unstructured questionnaire. The data gathered was analysed using descriptive statistics such as frequencies, percentages; regression analysis. The result showed that risk aversiveness tended to make the respondents willing to pay a premium for safer products (p<0.1). Having residence in urban areas rather than in peri-urban or even rural areas, tended to increase the odds in favour of the respondents paying a premium for safer products, given the possibility of an income increase (p<0.05), in the face of uncertain fraud, the consumers would rather prefer to opt for the commodity in its raw original form, than paying a premium for a safer version of the powdered and packaged product.

KEYWORDS:

Food Fraud, Food Adulteration, Safe Food, Powdered Food, Consumer Trust.