Assessment of consumer awareness of and perceptions on organic vegetables in Nairobi, Kenya
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Abstract

Organic foods have considerable benefits to human nutrition, health and environmental sustainability. The policy challenge is that about 70% of malnutrition incidences are concentrated in developing countries. However, the level of consumption of organic foods is relatively lower in developing countries such as Kenya than in developed nations. This study assessed the level of consumer awareness of and perceptions on organic vegetables in Nairobi, Kenya. Data was collected using structured questionnaires in personal interviews of a random sample of 54 vegetable consumers. SPSS software was used to analyse the data. Results show that about 63% of the consumers are aware of organic vegetables at face value. However, only 31.5% have “real” awareness, that is, they have heard of organics and they understand the importance. Three quarters of the consumers have positive perceptions on organic foods and they think organic vegetables are better than inorganic ones.