What is it about?

This study examines how Consumer Nutrition Knowledge (CNK) influences the relationship between lifestyle adaptations and willingness to pay (WTP) for safe and nutritious food in Nigeria. Using data from 205 health-conscious local government workers and structural equation modeling, the study finds that greater nutrition knowledge significantly increases WTP. Interestingly, higher income also boosts WTP, while cardiovascular health concerns reduce it—possibly due to financial burdens from medical costs. Other lifestyle factors showed no significant impact. The findings highlight the importance of nutrition education and food affordability strategies in addressing diet-related non-communicable diseases (NCDs) and promoting healthier food choices.

Featured Image

Why is it important?

This study is important because it sheds light on the critical role of nutrition knowledge in shaping consumers' willingness to invest in healthier food choices—an area often overlooked in public health and food policy, especially in developing countries like Nigeria. By identifying Consumer Nutrition Knowledge (CNK) as a key mediator, the study provides evidence-based insight into how lifestyle behaviors can be translated into meaningful dietary decisions. It also reveals a surprising barrier: cardiovascular health concerns may reduce WTP due to competing medical costs, underscoring the need to consider economic constraints in nutrition interventions. Ultimately, the study informs targeted strategies for nutrition education and affordability, helping policymakers and development actors address the growing burden of diet-related non-communicable diseases (NCDs) in Nigeria and similar contexts.

Perspectives

From my personal perspective, this study offers a timely and practical contribution to the intersection of agriculture, health, and behavioral economics, particularly in the context of Nigeria's ongoing struggle with food insecurity and rising non-communicable diseases. As someone deeply involved in rural development and agribusiness policy, I see this research as a call to action—to bridge the gap between knowledge and behavior, and between health needs and economic realities. What resonates most with me is the counterintuitive finding that those with cardiovascular concerns are less willing to pay for nutritious food—highlighting a complex but real-world challenge: even when people know what is good for them, financial limitations can override their intentions. This reinforces the urgent need for affordable nutrition, not just awareness. Moreover, I believe this study opens the door to integrated policy interventions, combining health education, food subsidy schemes, and local food system innovations. It’s a compelling case for why nutrition-sensitive agriculture must go hand in hand with consumer empowerment, especially among vulnerable populations.

Dr Edamisan Stephen Ikuemonisan
Adekunle Ajasin University, Akungba Akoko

Read the Original

This page is a summary of: Mediating effect of nutrition knowledge between lifestyle adaptation and willingness to pay extra for safe and nutritious food in Southwest, Nigeria, Journal of International Food & Agribusiness Marketing, August 2025, Taylor & Francis,
DOI: 10.1080/08974438.2025.2535333.
You can read the full text:

Read

Resources

Contributors

The following have contributed to this page