Consumers’ Attitude toward Organically Grown Vegetables Product in Calabar Municipality

Abstract

The study investigated consumers‟ attitude toward organically grown vegetables in Calabar Municipality. The study was motivated by consumer interest in organic vegetables especially for some class of consumers. The independent variables for the study were; price and quality of organically grown vegetables. The study adopted a survey research design in order to sample across section of consumer response .Questionnaire instrument was the chief means of primary data collection method .A simple random sampling technique was employed in the sampling procedures. The sample size was determined by using Top man formula. The study applied Pearson Moment Correlation Coefficient to analysis 245 copies of questionnaire, the result showed that price does not significantly affect consumer attitude towards organically grown vegetables .Quality of organically grown vegetables has a weak relationship with its consumption. The study recommends that farmers as well as consumers should be educated on the importance of organically grown vegetables. The knowledge of farmers and consumer should be reinforced through persuasive marketing communication; the health benefits of the organically grown vegetables should be advocated by government at various levels through its agricultural institutions and relevant stakeholders. This has an implication for better pricing attitude on the consumers.