Consumer contextual socialization and decision making on consumption of African leafy vegetables among university youth populations

Abstract

As the urban population continues to grow globally, there is need for dietary diversification especially in vegetable consumption as people integrate from various contexts. This is an important social- nutrition aspect that enables urban communities to become acculturated into contextual food habits and may help to socially integrate and expand nutrition possibilities among them and market possibilities for informal workers in the urban ALV food supply chain. The objectives of this study was to determine consumers’ predictors of ALV consumption and decision making among 315 undergraduate students from University of Eldoret, Kenya. A survey questionnaire was administered to derive some quantitative data which was analysed to get the differences in gender, place of origin and year of study in the adoption of ALVs. The findings revealed that adoption of the ALVs correlated positively with advancement in year of study and females were greater adopters since they had higher prior knowledge of ALVs, at p<.05. Food contextual socialization is therefore an important aspect in an institution and it enables learning of new food habits through observability and triability, by individuals originating from cross cultural borders. This can go a long way in making enhancing positive change in the wider communities and thus expanding the food basket options, leading to better nutrition.