Assessment of Households’ Willingness to Increase Consumption of Wholesome Foods in Nairobi, Kenya

The proliferation and pervasiveness of Non-Communicable Diseases (NCDs) are becoming growing concerns around the world. A multitude of people die due to these diseases, and the number keeps soaring by the day. Research has shown that a cause of these diseases includes the human lifestyle, especially eating patterns. Unfortunately, society, though, extensively consumes Wholesome Food Plant-Based Diets, WFPBDs, is unaware of their benefits in preventing or healing NCDs. This research intends to determine households’ willingness to increase consumption of these novel foods and decrease their counterparts. The study was conducted in Nairobi, the capital city of Kenya, with 262 sampled households. It employed a double-hurdle model approach to examine the factors affecting awareness of WFPBDs, the extent of consumption of WFPBDs, and willingness to increase consumption of WFPBDs and decrease consumption of UWFs. The study further investigates factors that determine the proportion by which consumers are willing to increase WFPBDs and decrease UWFs. In this study, it was found that people are ready to consume extra WFPBDs and fewer UWFs after being informed of their benefits and damages, respectively. Their decision, however, hinged on several factors, including household size and income, education, religion, and employment status. Specifically, the analyses of the results show the statistics for the leading categories of people willing to increase WFPBDs as 99.19% (females), 100% (married-polygamous), 100% (traditional religion adherents), 100% (postgraduate certificate holders), and 100% (partially-employed persons). It also reveals that 100% (farmers), 100% (large family size), 100% (middle-aged family head), 100% (postgraduate certificate-holding spouses), and 100% (high-income-earning households) are willing to increase WFPBDs, and they represent the leading categories ready for change. The outcome of the report provides the ground for the study to recommend that society support food consumers and producers to improve their monthly income and thereby increase the accessibility and affordability of WFPBDs. It also recommends that society reposes consumers’ confidence by ensuring food safety and maintaining the integrity of WFPBDs in the market. Finally, the study suggests the roles of Civil Society Organizations in raising public awareness on the health benefits of WFPBDs and the dangers of UWFs, especially among employed members of society, to change the narrative around healthy consumption for NCD prevention and hence global mortality suppression.