CONSUMER PREFERENCES FOR PROTECTED PRODUCTION SYSTEMS OF HIGH-VALUE BELL PEPPER AND TOMATO IN KANO STATE, NIGERIA
Keywords:
Awareness, Market Channels, Consumer Preference, Protected Production Systems, Kano StateAbstract
Consumer demand for high-value bell pepper and tomato from Protected Production Systems [PPS] is rising in Nigeria, yet evidence on awareness, market channels, and socioeconomic drivers remains limited for Kano State. This study examined consumer awareness, attitudes, willingness to purchase, and socioeconomic characteristics of consumers of PPS bell pepper and tomato in Kano State, Nigeria. Primary data were collected from 288 consumers across nine LGAs between 22 January and 3 February 2026 using structured questionnaires via Open Data Kit. Of the sample, 72 consumed bell pepper only, 110 consumed tomato only, and 106 consumed both. To address overlap, respondents who consumed both crops were included in analyses for both crops. Estimation samples were n=178 for bell pepper and n=216 for tomato. Data were analyzed using descriptive statistics, t-tests, chi-square tests, and multiple response analysis. Results show that 90.4% of bell pepper consumers and 93.5% of tomato consumers were at least "somewhat familiar" with PPS. Willingness to prioritize purchase of PPS vegetables was widespread at 97.22% for tomato and 97.75% for bell pepper, and cut across all socio-demographic groups. Supermarkets were the main market channel for both crops at 73.6% for bell pepper and 77.3% for tomato. "Better quality and freshness" was the main driver of increased purchase. Demand for "certification/assurance" was higher for tomato 57.9% than for bell pepper 36.5%. The high awareness, near-universal willingness, and market access drive PPS demand. We recommend awareness campaigns, safety certification, and stronger supermarket linkages to expand PPS vegetables in Kano State.
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