Understanding Demand for Biofortified Foods in Nigeria: a Protection-Motivation-Theory (PMT) Approach

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Abstract This study explores the behavioural factors influencing consumer demand for biofortified foods in Nigeria using the Protection Motivation Theory (PMT). Using survey data of 314 adults analysed with structural equation modelling, the study extends PMT by incorporating knowledge and behavioural control as predictors and age and gender as moderators. Results revealed that perceived severity and intrinsic rewards significantly influence behavioural intention, self-efficacy and response efficacy have significant positive effects on consumer demand for biofortified foods. However, increased knowledge was negatively related to perceived vulnerability and positively associated with response cost. Gender and age moderate several of these relationships. Our study lends support to the fact knowledge is critical, we need real solution including addressing perceived barriers such as cost and accessibility; and highlights the need for persuasive communication to look beyond informing but managing complexities and brand communication. The study contributes to theory by contextualizing PMT within nutrition sensitive food systems and offers implication for market segmentation and effective communication in emerging economies.

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