Identifying The Drivers Of Food Choice Among Adults In Rural Households In Ohafia Local Government Area In Abia State, Nigeria:-Malachi, Favour C

ABSTRACT

The study was done to assess the drivers of food choices among adults in Rural households in Ohafia Local Government Area of Abia State. A descriptive cross sectional study in which quantitative and qualitative data were collected using a structured questionnaire. A total number of 400 respondents living in Ohafia Local Government Area completed this survey. A multi-stage sampling technique was employed. From the results obtained from this study, majority (26.6%) of the respondents were between the ages of 40 - 50 years. The majority of the respondents (42.5%) had at least a tertiary education, with about 9.3% not having any formal education. The major drivers of food choices which includes health, natural content, ethical concern, mood, price, weight control, convenience, familiarity and sensory appeal tends to influence the food choices of adults in the household level. In Conclusion, Results revealed that there is a significant relationship (P<0.05) between the adult's health, familiarity and their socio demographic characteristics (age and gender) and there is also a significant relationship (P<0.05) between the drivers of food choice and their socioeconomic characteristics (household income and family size).