AWARENESS, INFORMATION SOURCES AND PURCHASE INTENTION OF ORGANIC FOOD AMONG NIGERIAN UNIVERSITY STAFF

Abstract

Growing worries about food safety, environmental sustainability, and health are the main causes of the rising demand for organic food worldwide. Despite this worldwide trend, Nigeria's organic food industry is still in its infancy, with low consumer adoption and low awareness. This study looks at university staff members' awareness, information sources, and intention to buy organic food in Nigerian universities. University staff members are an important group whose attitudes and actions can influence larger consumption patterns because of their educational background and social influence. The study's foundation is the Theory of Planned Behaviour, which highlights how information and knowledge influence behaviour and intention. Assessing the correlation between awareness and purchase intention as well as the impact of various information sources on consumers' propensity to purchase organic food are important goals. To test the suggested hypotheses, information was gathered via a structured questionnaire and examined using inferential statistics. The results show strong correlation between consumer intention, awareness, and reliable information sources, with implications for advocacy organisations, marketers, and policymakers. A better-informed consumer base can encourage healthier eating habits and aid in the expansion of Nigeria's organic food sector by improving focused awareness campaigns and fortifying certification frameworks.