CONSUMERS’ KNOWLEDGE, ATTITUDE, AND PERCEPTION OF FOOD PRODUCTION SYSTEMS: THE CASE OF THE UNIVERSITY OF NIGERIA NSUKKA, NIGERIA

Abstract

Consumers’ knowledge and attitude toward food production systems and its potential impact on the environment drive the demand for food, especially from non-conventional systems. This study seeks to advance the literature on consumers’ preferences for food, by assessing consumers’ knowledge, attitude, and perception of food production systems in the University of Nigeria Nsukka community. Multistage sampling procedure was used in selecting 129 respondents drawn from students, academic, and non-academic staff in the university. Data generated were analyzed using descriptive statistics. The data were collected in-person using a questionnaire. The study revealed that the internet, friends/neighbor, social media, and television were the dominant platforms for sourcing information on the food production systems. The food consumers had little knowledge of genetically modified food products but were quite knowledgeable about organic and conventional food products, respectively. However, they had a positive attitude and perception of food products obtained mainly from organic production system. In addition, the quality of products (M=2.26), income (M=2.14), and cultural beliefs (M=1.54) were some of the factors that affected the intention of consumers to purchase food products obtained from the different food production systems. The study further revealed that packaging of various types of food products (M=1.64) and health implication of consuming food products (M=1.58) were some of information needed by consumers. There is a need for more consumer education in the university community to increase the knowledge of consumers on the health, environmental, and economic benefits of consuming the various food products.