ABSTRACT

This study evaluates the influence of price and knowledge on the consumption of functional fruits among students of Michael Okpara University of Agriculture, Umudike (MOUAU), Abia State. The research aimed to assess students' knowledge of the health benefits of functional fruits, examine the affordability and availability of these fruits, and determine the relationship between price, knowledge, and consumption patterns. A cross-sectional survey design was adopted, with data collected from 293 students using structured questionnaires. The data were analysed using descriptive and inferential statistics. The findings revealed that 95.9% of the respondents were aware of the health benefits of functional fruits, with high knowledge levels about their nutritional components such as vitamins (97.3%), antioxidants (82.9%), and their role in reducing the risk of chronic diseases (88.1%). Despite this, consumption patterns were influenced more by economic factors than by knowledge. Price affordability had a statistically significant impact on consumption frequency (p < 0.001), while awareness of health benefits did not show a significant relationship (p > 0.05). Most students (73.0%) purchased functional fruits from local markets, with affordability cited as a key determinant of purchase decisions. The study also observed a shift in consumption patterns before 2019 compared to recent years, with occasional consumption becoming more common. However, frequent consumption remains limited, primarily due to cost barriers. These findings underscore the need for strategies to improve affordability and accessibility, such as subsidies, student-friendly pricing schemes, and campus-based fruit availability programs. The study concludes that while knowledge of the health benefits of functional fruits is high, addressing economic barriers is crucial to fostering regular consumption among students. Recommendations are made for stakeholders, including policymakers and health educators, to implement initiatives that make functional fruits more accessible and affordable for students.