Consumer Awareness, Purchases and Attitudes towards Baobab (Adansonia digitata L.) Products in Urban and Rural Markets of Kenya

Abstract

African Baobab (Adansonia digitata L.) remains one of the tropical underutilized fruit tree with high market potential and substantial contribution to livelihoods in the marginal areas of Kenya. Despite many benefits, baobab products occupy a small market share and traded by a few actors compared to other tree products such as mangoes. Understanding consumer awareness and its determinants, attitudes and purchase frequencies are essential in order to increase appreciation of this neglected tropical tree. This study examined awareness on baobab products, attitudes towards baobab products and factors that influence frequencies of purchase on baobab pulp and candies. The study employed a purposive and multistage sampling design to obtain a sample of 353 consumers from urban and rural townships in Kenya. Pretested questionnaires and personal interviews were administered to collect the data. The zero-truncated model was used to assess awareness on baobab products. Negative Binomial Regression Poisson model was used to examine determinants of purchase frequency on baobab pulp and candies. Descriptive and exploratory factors analysis was used to asses consumers’ attitudes towards baobab pulp and candies respectively. Results from the study revealed a low level of awareness on baobab products in both urban and rural townships (mean = 6 products) from a list of 25 products. Zero-truncated regression results showed that age, gender, income and group membership significantly influenced awareness of baobab products on urban while age and education level significantly influenced awareness level in rural. Results from Negative Binomial Poisson regression revealed that the frequency of purchase on baobab candies was influenced by price, size of the household, group membership and knowledge on nutrition. Whereas price and education level only influenced the frequency of purchase on baobab pulp. Lastly, a considerable percentage of consumers interviewed expressed positive attitudes towards baobab products. The study recommended; (a) community sensitization on the variety of baobab products, products use, nutritional value, product value addition, and economic value in both local and international markets. This can be accomplished through formal and informal education, health and nutrition campaigns held by the government or non-governmental organization. (b) Improvement of product ingredient labeling to inform consumers on nutritional information, certification, and freshness, awareness creation through formal and informal education.