Consumers’ Perception of Genetically Biofortified Gari in Nigeria: An Exploratory Study

Abstract

Micronutrient deficiencies are a major public health challenge in sub-Saharan Africa, disproportionately affecting children under five and women of reproductive age. Deficiencies in vitamin A and iron are particularly prevalent, contributing to impaired cognitive development, weakened immune function, increased morbidity, and premature mortality. A key driver of these deficiencies is reliance on staple crops that are naturally low in essential micronutrients. Biofortification, which enhances the nutrient density of staple foods, has emerged as a cost-effective and sustainable strategy to address these nutritional gaps. In particular, genetic biofortification offers a promising solution, as it can improve micronutrient content in staple crops more efficiently than conventional breeding. However, the success of these interventions depends largely on consumer acceptance, which remains uncertain in the region. This study explores the perceptions of twenty consumers in Nigeria regarding genetically biofortified cassava flakes (gari) as a potential food product, using the means-end chain (MEC) framework. The MEC approach identifies how specific product attributes are linked to personal values, providing insights into the motivations underlying food choice. Findings indicate that participants view higher vitamin A and iron contents as pathways to achieving personal goals, including happiness, wealth, and peace of mind. Despite these perceived benefits, concerns persist that genetic engineering may negatively impact long-term health and well-being. Perceptions of naturalness and safety strongly influence consumer evaluations of conventional breeding methods, whereas perceived risks dominate attitudes toward genetic modification. Notably, gene-editing methods are viewed more favourably than traditional genetic modification. Trust in regulatory authorities also emerged as a critical factor, with many participants expressing scepticism about the government’s ability to ensure the safety of genetically engineered foods. Therefore, aligning biofortification strategies with consumer values and addressing their concerns is critical. Value-focused communication that highlights the health and nutritional benefits of biofortified foods could improve consumer acceptance and strengthen the market potential of genetically biofortified foods in Nigeria. Key words: micronutrient deficiencies, biofortification, genetic engineering, means-end chain, consumer perception