Socio-economic characteristics and willingness of consumers to pay for the safety of fura de nunu in Ilorin, Nigeria

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This study investigated the socio-economic characteristics, safety perception and willingness of consumers to pay premium (WTP) for the safety of fura (a semi-solid cereal-based dumpling) and nunu (West African yoghurt) in Ilorin metropolis, Nigeria. Primary data, generated through the use of structured questionnaires, and purpose interviews were used for the study. Data were analysed using descriptive statistics, logit regression analysis and Pearson correlation. The majority of the consumers were low income earners with low level of education. The consumers were willing to pay extra for safety intervention because of the need to safeguard their health. Income was the only variable that had significant (P≤0.01) influence on WTP. Level of education (P≤0.05), income (P≤0.01) and safety perception (P≤0.05) had a positive relationship with WTP. The consumers’ willingness to pay premium provides a good baseline for safety intervention throughout the chain of this nutritious product. It is hoped that the safety intervention would safeguard the health of the consumers who are mainly youth, enhance consumers’ confidence in the products, ensure food security and ultimately enhance income of the processors who are mainly rural women.