Knowledge is h(w)ealth: consumer perception and adoption of biofortified food products in Nigeria

Purpose Although interest in biofortified foods in Africa is emerging, the adoption is low, while knowledge and information are still not well advanced. Our study considered knowledge and perception in adopting biofortified food while evaluating the critical determinants from Rogers' framework to understand consumer adoption of biofortified food. Design/methodology/approach A cross-sectional online survey of Nigerian consumers was analysed using a mix of descriptive and statistics, correlation and multinomial logistic regression. Constructs of Rogers frameworks were applied to examine adoption factors and barriers. Findings Knowledge and perception were revealed to have a significant association with the adoption of biofortified food, though with paradoxical negative relationship. The critical determinants that motivate adopters' probability of adopting biofortified food are complexity, observability, gender, education, and occupation. The non-adopters’ knowledge revealed that compatibility, complexity, trialability and household size were critical in non-adoption of biofortified food. Our findings supported the use of social marketing approaches and direct marketing techniques to improve the adoption of biofortified food in the study population. Research limitations/implications The study also calls for further research into the reasons behind non-adoption, particularly focusing on how to address the barriers faced by non-adopters. Given the cross-sectional nature of the study, a longitudinal survey would be valuable for capturing changes in consumer attitudes and behaviour over time. Originality/value The originality is buttressed by the value it provides for biofortified food systems in Nigeria. No prior study has been conducted in Nigeria that examined the issue of biofortified or functional food as a system. The analysis using Roger's diffusion of innovation added more value to this study.