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<p>Foodborne illness and nutritional insecurity remain pressing challenges among smallholder farmers in Southwest Nigeria, yet little is known about how socioeconomic conditions and HRB (HRB) shape their willingness to pay (WTP) for safe and nutritious food. This study explores how socioeconomic factors and health-related behaviour (HRB) interact to shape willingness to pay (WTP) for safe and nutritious food among smallholder farmers in Southwest Nigeria. Guided by Dual System Theory, a cross-sectional survey design was employed, collecting 294 responses from Osun, Ondo, and Ekiti states. Data were gathered using structured questionnaires, including an adapted Health-Promoting Lifestyle Profile and Gabor-Granger-based WTP tiers. Analytical methods included Analysis of Variance and ordinal regression with interaction terms. Results show income as the strongest predictor of WTP (Wald χ²=87.969, <i>p</i> &lt; 0.001), with lower-income groups having near-zero odds of paying premiums. HRB had no main effect (OR = 1.589, <i>p</i> = 0.210) but significantly moderated the influence of age (OR = 2.228, <i>p</i> &lt; 0.001) and education (OR = 0.251, <i>p</i> = 0.023). Household size was positively associated with WTP (OR = 1.245, <i>p</i> = 0.009). Policy recommendations include tiered subsidies targeting HRB-rich households, mobile food safety alerts, and experiential learning tools like vendor-rating apps. Theoretically, this study extends Becker’s model by highlighting HRB as a conditional driver, operating independently and interactively with income. These insights support tailored, behaviour-sensitive food safety interventions for nutritionally vulnerable farming populations.</p>

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Health-related behaviour and willingness to pay for safe and nutritious food among smallholder farmers in Southwest Nigeria

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年7月20日

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  • Edamisan Stephen Ikuemonisan

摘要

Foodborne illness and nutritional insecurity remain pressing challenges among smallholder farmers in Southwest Nigeria, yet little is known about how socioeconomic conditions and HRB (HRB) shape their willingness to pay (WTP) for safe and nutritious food. This study explores how socioeconomic factors and health-related behaviour (HRB) interact to shape willingness to pay (WTP) for safe and nutritious food among smallholder farmers in Southwest Nigeria. Guided by Dual System Theory, a cross-sectional survey design was employed, collecting 294 responses from Osun, Ondo, and Ekiti states. Data were gathered using structured questionnaires, including an adapted Health-Promoting Lifestyle Profile and Gabor-Granger-based WTP tiers. Analytical methods included Analysis of Variance and ordinal regression with interaction terms. Results show income as the strongest predictor of WTP (Wald χ²=87.969, p < 0.001), with lower-income groups having near-zero odds of paying premiums. HRB had no main effect (OR = 1.589, p = 0.210) but significantly moderated the influence of age (OR = 2.228, p < 0.001) and education (OR = 0.251, p = 0.023). Household size was positively associated with WTP (OR = 1.245, p = 0.009). Policy recommendations include tiered subsidies targeting HRB-rich households, mobile food safety alerts, and experiential learning tools like vendor-rating apps. Theoretically, this study extends Becker’s model by highlighting HRB as a conditional driver, operating independently and interactively with income. These insights support tailored, behaviour-sensitive food safety interventions for nutritionally vulnerable farming populations.