Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania

Willbroad Kawemama; Jovin Mugula; Alex Wostry; Janet Maro

doi:doi:10.11648/j.ijnfs.20180702.15

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Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania

Willbroad Kawemama, Jovin Mugula, Alex Wostry, Janet Maro

Published in International Journal of Nutrition and Food Sciences (Volume 7, Issue 2)

Received: 29 January 2018 Accepted: 21 March 2018 Published: 11 April 2018

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Abstract

In the previous decades, there has been an upsurge of use of pesticides on food produces. Many consumers now perceive or are knowledgeable that consumption of organic vegetables is healthier than consuming their corresponding items. A cross sectional study was done to assess the factors affecting consumers’ choice in consumption of organic vegetables and methods used to avoid consumption of unhealthy foods in Morogoro and Kinondoni municipalities. A total of 200 paticipants half from each segment were interviewed using a constructed and pretested structured questionnaire. However, the analysis was done to 192 residents, half from each study segment. Data analysis was done through SPSS version 20. Scale liability was tested with Cronbach alpha. Multiple regression analysis was conducted to determine factors that affected the consumers’ choice and identify as well as the approaches used by them to avoid the consumption of unhealthy foods. To avoid consumption of foods that were perceived perilous, physical appearance was a common method used by most (52%, β = 0.493) consumers compared to reading product labels (45.3%, β = 0.296), asking product information (38%, β = 0.434) and product tasting (26%, β = 0.146). The low purchasing and consumption rates of organic vegetables were significantly different (P< 0.05), affected by their perceived low shelf life (β = 0.108), lack of uniqueness (β = 0.071) and unavailability in the market (β = 0.032). Most organic food growers (97%) needed an external participatory guarantee system for liable market so that producers and investors cooperate with organic growers for business-oriented aspects.

Published in	International Journal of Nutrition and Food Sciences (Volume 7, Issue 2)
DOI	10.11648/j.ijnfs.20180702.15
Page(s)	71-80
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Organic Vegetables, Factor, Methods and Consumers

References

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APA Style

Willbroad Kawemama, Jovin Mugula, Alex Wostry, Janet Maro. (2018). Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania. International Journal of Nutrition and Food Sciences, 7(2), 71-80. https://doi.org/10.11648/j.ijnfs.20180702.15

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Willbroad Kawemama; Jovin Mugula; Alex Wostry; Janet Maro. Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania. Int. J. Nutr. Food Sci. 2018, 7(2), 71-80. doi: 10.11648/j.ijnfs.20180702.15

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Willbroad Kawemama, Jovin Mugula, Alex Wostry, Janet Maro. Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania. Int J Nutr Food Sci. 2018;7(2):71-80. doi: 10.11648/j.ijnfs.20180702.15

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@article{10.11648/j.ijnfs.20180702.15,
  author = {Willbroad Kawemama and Jovin Mugula and Alex Wostry and Janet Maro},
  title = {Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania},
  journal = {International Journal of Nutrition and Food Sciences},
  volume = {7},
  number = {2},
  pages = {71-80},
  doi = {10.11648/j.ijnfs.20180702.15},
  url = {https://doi.org/10.11648/j.ijnfs.20180702.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijnfs.20180702.15},
  abstract = {In the previous decades, there has been an upsurge of use of pesticides on food produces. Many consumers now perceive or are knowledgeable that consumption of organic vegetables is healthier than consuming their corresponding items. A cross sectional study was done to assess the factors affecting consumers’ choice in consumption of organic vegetables and methods used to avoid consumption of unhealthy foods in Morogoro and Kinondoni municipalities. A total of 200 paticipants half from each segment were interviewed using a constructed and pretested structured questionnaire. However, the analysis was done to 192 residents, half from each study segment. Data analysis was done through SPSS version 20. Scale liability was tested with Cronbach alpha. Multiple regression analysis was conducted to determine factors that affected the consumers’ choice and identify as well as the approaches used by them to avoid the consumption of unhealthy foods. To avoid consumption of foods that were perceived perilous, physical appearance was a common method used by most (52%, β = 0.493) consumers compared to reading product labels (45.3%, β = 0.296), asking product information (38%, β = 0.434) and product tasting (26%, β = 0.146). The low purchasing and consumption rates of organic vegetables were significantly different (P< 0.05), affected by their perceived low shelf life (β = 0.108), lack of uniqueness (β = 0.071) and unavailability in the market (β = 0.032). Most organic food growers (97%) needed an external participatory guarantee system for liable market so that producers and investors cooperate with organic growers for business-oriented aspects.},
 year = {2018}
}

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TY  - JOUR
T1  - Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania
AU  - Willbroad Kawemama
AU  - Jovin Mugula
AU  - Alex Wostry
AU  - Janet Maro
Y1  - 2018/04/11
PY  - 2018
N1  - https://doi.org/10.11648/j.ijnfs.20180702.15
DO  - 10.11648/j.ijnfs.20180702.15
T2  - International Journal of Nutrition and Food Sciences
JF  - International Journal of Nutrition and Food Sciences
JO  - International Journal of Nutrition and Food Sciences
SP  - 71
EP  - 80
PB  - Science Publishing Group
SN  - 2327-2716
UR  - https://doi.org/10.11648/j.ijnfs.20180702.15
AB  - In the previous decades, there has been an upsurge of use of pesticides on food produces. Many consumers now perceive or are knowledgeable that consumption of organic vegetables is healthier than consuming their corresponding items. A cross sectional study was done to assess the factors affecting consumers’ choice in consumption of organic vegetables and methods used to avoid consumption of unhealthy foods in Morogoro and Kinondoni municipalities. A total of 200 paticipants half from each segment were interviewed using a constructed and pretested structured questionnaire. However, the analysis was done to 192 residents, half from each study segment. Data analysis was done through SPSS version 20. Scale liability was tested with Cronbach alpha. Multiple regression analysis was conducted to determine factors that affected the consumers’ choice and identify as well as the approaches used by them to avoid the consumption of unhealthy foods. To avoid consumption of foods that were perceived perilous, physical appearance was a common method used by most (52%, β = 0.493) consumers compared to reading product labels (45.3%, β = 0.296), asking product information (38%, β = 0.434) and product tasting (26%, β = 0.146). The low purchasing and consumption rates of organic vegetables were significantly different (P< 0.05), affected by their perceived low shelf life (β = 0.108), lack of uniqueness (β = 0.071) and unavailability in the market (β = 0.032). Most organic food growers (97%) needed an external participatory guarantee system for liable market so that producers and investors cooperate with organic growers for business-oriented aspects.
VL  - 7
IS  - 2
ER  -

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Author Information

Willbroad Kawemama

Department of Food Technology, Nutrition and Consumers Sciences, Sokoine University of Agriculture, Morogoro, Tanzania
Jovin Mugula

Department of Food Technology, Nutrition and Consumers Sciences, Sokoine University of Agriculture, Morogoro, Tanzania
Alex Wostry

Sustainable Agriculture Tanzania Organization, Morogoro, Tanzania
Janet Maro

Sustainable Agriculture Tanzania Organization, Morogoro, Tanzania

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Willbroad Kawemama, Jovin Mugula, Alex Wostry, Janet Maro. (2018). Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania. International Journal of Nutrition and Food Sciences, 7(2), 71-80. https://doi.org/10.11648/j.ijnfs.20180702.15

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ACS Style

Willbroad Kawemama; Jovin Mugula; Alex Wostry; Janet Maro. Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania. Int. J. Nutr. Food Sci. 2018, 7(2), 71-80. doi: 10.11648/j.ijnfs.20180702.15

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AMA Style

Willbroad Kawemama, Jovin Mugula, Alex Wostry, Janet Maro. Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania. Int J Nutr Food Sci. 2018;7(2):71-80. doi: 10.11648/j.ijnfs.20180702.15

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@article{10.11648/j.ijnfs.20180702.15,
  author = {Willbroad Kawemama and Jovin Mugula and Alex Wostry and Janet Maro},
  title = {Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania},
  journal = {International Journal of Nutrition and Food Sciences},
  volume = {7},
  number = {2},
  pages = {71-80},
  doi = {10.11648/j.ijnfs.20180702.15},
  url = {https://doi.org/10.11648/j.ijnfs.20180702.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijnfs.20180702.15},
  abstract = {In the previous decades, there has been an upsurge of use of pesticides on food produces. Many consumers now perceive or are knowledgeable that consumption of organic vegetables is healthier than consuming their corresponding items. A cross sectional study was done to assess the factors affecting consumers’ choice in consumption of organic vegetables and methods used to avoid consumption of unhealthy foods in Morogoro and Kinondoni municipalities. A total of 200 paticipants half from each segment were interviewed using a constructed and pretested structured questionnaire. However, the analysis was done to 192 residents, half from each study segment. Data analysis was done through SPSS version 20. Scale liability was tested with Cronbach alpha. Multiple regression analysis was conducted to determine factors that affected the consumers’ choice and identify as well as the approaches used by them to avoid the consumption of unhealthy foods. To avoid consumption of foods that were perceived perilous, physical appearance was a common method used by most (52%, β = 0.493) consumers compared to reading product labels (45.3%, β = 0.296), asking product information (38%, β = 0.434) and product tasting (26%, β = 0.146). The low purchasing and consumption rates of organic vegetables were significantly different (P< 0.05), affected by their perceived low shelf life (β = 0.108), lack of uniqueness (β = 0.071) and unavailability in the market (β = 0.032). Most organic food growers (97%) needed an external participatory guarantee system for liable market so that producers and investors cooperate with organic growers for business-oriented aspects.},
 year = {2018}
}

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TY  - JOUR
T1  - Factors Affecting Consumers’ Choice in Consumption of Organic Vegetables and Methods Used to Avoid Consumption of Unhealthy Foods in Tanzania
AU  - Willbroad Kawemama
AU  - Jovin Mugula
AU  - Alex Wostry
AU  - Janet Maro
Y1  - 2018/04/11
PY  - 2018
N1  - https://doi.org/10.11648/j.ijnfs.20180702.15
DO  - 10.11648/j.ijnfs.20180702.15
T2  - International Journal of Nutrition and Food Sciences
JF  - International Journal of Nutrition and Food Sciences
JO  - International Journal of Nutrition and Food Sciences
SP  - 71
EP  - 80
PB  - Science Publishing Group
SN  - 2327-2716
UR  - https://doi.org/10.11648/j.ijnfs.20180702.15
AB  - In the previous decades, there has been an upsurge of use of pesticides on food produces. Many consumers now perceive or are knowledgeable that consumption of organic vegetables is healthier than consuming their corresponding items. A cross sectional study was done to assess the factors affecting consumers’ choice in consumption of organic vegetables and methods used to avoid consumption of unhealthy foods in Morogoro and Kinondoni municipalities. A total of 200 paticipants half from each segment were interviewed using a constructed and pretested structured questionnaire. However, the analysis was done to 192 residents, half from each study segment. Data analysis was done through SPSS version 20. Scale liability was tested with Cronbach alpha. Multiple regression analysis was conducted to determine factors that affected the consumers’ choice and identify as well as the approaches used by them to avoid the consumption of unhealthy foods. To avoid consumption of foods that were perceived perilous, physical appearance was a common method used by most (52%, β = 0.493) consumers compared to reading product labels (45.3%, β = 0.296), asking product information (38%, β = 0.434) and product tasting (26%, β = 0.146). The low purchasing and consumption rates of organic vegetables were significantly different (P< 0.05), affected by their perceived low shelf life (β = 0.108), lack of uniqueness (β = 0.071) and unavailability in the market (β = 0.032). Most organic food growers (97%) needed an external participatory guarantee system for liable market so that producers and investors cooperate with organic growers for business-oriented aspects.
VL  - 7
IS  - 2
ER  -

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