Consumers knowledge and awareness to willingly consume functional foods in the Gambia

This study applied the Psychosocial Norms Approach (PNA) to examine Gambian consumers’ beliefs regarding consumption of functional foods (FFs), which contain health-promoting bioactive compounds and nutrients. A survey of Gambian consumers, stratified by age, gender, education, and FF knowledge, investigated relationships among knowledge, awareness, and attitudes influencing willingness to try FFs. Multivariate multiple regression models analyzed demographic and lifestyle data. Results revealed a strong correlation between attitudes towards FFs and perceived properties. Positive attitudes towards FFs were associated with perceived health benefits, and willingness to consume FFs increased with these beliefs. Family and friends significantly contributed to FF knowledge dissemination. Furthermore, age, health status, and education significantly influenced consumer awareness. These findings underscore the necessity for targeted information campaigns, particularly for low-educated populations concerned about health. This study identifies knowledge gaps and provides insights for policymakers promoting healthier diets in The Gambia, offering valuable lessons for other developing nations.