Preference and purchasing behaviour of fruits and vegetables among households in Ibadan metropolis, Oyo State, Nigeria

This study analyzed consumer preferences, purchasing behaviour for fruits and vegetables and their socioeconomic determinants among households in Ibadan metropolis, Oyo State, Nigeria. A multistage sampling technique was employed to obtain data from 120 respondents from three LGAs in Ibadan metropolis. The data were collected via well-structured questionnaire and analyzed using descriptive statistics and Poisson regression model. The results revealed that majority of respondents were male, married, with an average age of 46 years. Weekly fruit and vegetable expenditures averaged ₦4,000 and ₦3,700. Most learned about health benefits from professionals, with apple and leafy vegetables being most preferred. The significant factors affecting fruit expenditure were frequency of purchase, marital status, and spouse’s income. For vegetable expenditure, they were frequency of purchase, household head’s occupation, spouse’s income, food expenditure, and vegetable prices. Additionally, the frequency of fruit and vegetable purchases was influenced by household head’s age, occupation, marital status, spouse’s income, and food and non-food expenditures. The study concludes that marital status, income, and purchase frequency significantly affect fruit and vegetable expenditures. To promote healthier eating habits, it is essential to raise awareness about the numerous health benefits of consuming fruits and vegetables. Additionally, efforts should be made to increase access to these nutritious foods by reducing their cost, making them more affordable for everyone, particularly low-income households.