Awareness and willingness to consume whole plant-based food in Ibadan North Local Government Area of Oyo State, Nigeria

Food is an essential entity that supports life and is required in the right quantity and quality in all living things which includes man and animals. Food contains nutrients which would be used in the body of an organism to sustain growth, aid vital processes and to furnish energy. Even though some foods are important for growth and development, the factors influencing households to purchase is yet unknown in the literature. More so, low consumption of plant based food can lead to poor nutrition which impairs daily health and wellbeing. Thus, this study examines factors that influencing the willingness to consume plant-based whole foods. Data were obtained from primary source from households in Ibadan, Oyo State through the use of structured questionnaire with the adoption of multistage sampling procedure. Data were analysed using the Descriptive Statistics, Ordinary Least Squares Regression Model, Logistic Regression, Probit Regression Model. The findings from the study show that marital status, educational level and household size are the important determinants of the level of awareness of whole plant-based diet by households. Likewise, results show that marital status, education and income are the variables that influence the willingness of households to consume whole plant food. The study concludes that the consumption of whole plant-based foods is of great benefit to households as the prevalence of non-communicable diseases would be drastically reduced. The study recommends that households should be educated on the benefits of whole plant food through focused group discussion and media channels to increase the willingness to consume it. Government should place taxes on highly processed food to discourage their purchase and consumption.