Abstract:
Numerous agri-food studies have been done to promote African Indigenous Vegetables (AIVs)
with food security, nutritional benefits, and value chains being the focus. However, consumer
behaviour on AIVs has been less studied thus creating a missing link in agri-food studies. This
study investigates the consumer attitudes towards AIVs in Moshi Tanzania. Specifically, the
study intended to identify the factors that influence consumer’s purchase of AIVs, examine
drivers for buying AIVs, and consumers’ perceived benefits of AIVs. The Tricomponent Attitude
Model was used to describe the interrelatedness of the three components: the cognitive, affective,
and conative in developing sound marketing strategies for changing and consolidating consumer
attitude towards a product for a superior market performance. About 130 sampled households in
Moshi Municipal were involved in survey using a structured questionnaire. Consumer attitudes
were measured using attitude scales and were analysed using descriptive analysis with the use of
percentages, means, and overall mean of the key factors. It was found that the majority of
households consume AIVs where Amaranth leaf, Nightshade leaf, and African eggplant are most
frequently used AIVs. Consumers perceive AIVs as healthy, as having high nutritious value, and
free from chemical fertilizers and pesticides. High nutritive qualities, environmentally friendly,
and convenience were highly rated as consumer’s drivers of buying AVIs. It is concluded that,
consumers have a positive attitude towards AIVs. Investment on marketing communication and
education on the relative health and economic importance of AIVs among consumers are the key
recommendations of this study
