Rating consumption of traditional vegetables in Tanzania using the awareness, interest, desire and action (AIDA) model

Traditional African vegetables are important for their nutraceutical benefits and contributions to farm household incomes. Consequently, their consumption, particularly among rural and urban households in developing countries, has been promoted and emphasized in recent years. Despite their multiple benefits, consumer awareness, and preference for traditional vegetables is low. This study uses the awareness, interest, desire and action (AIDA) marketing communication model to evaluate consumer awareness and perceptions and assess factors that influence consumption of traditional vegetables among 258 respondents in the Arusha region of Tanzania. Most of the respondents were aware of the nutritional importance of traditional vegetables, willing to purchase them for home consumption, and had a positive perception of their benefits. Consumers who had participated in the promotional activities were more willing to purchase and grow traditional vegetables than non-participants. The major sources of information about human nutrition and traditional vegetables included health centers, schools, friends, relatives, and radio programmes. African nightshade, African eggplant, amaranth and okra were the most widely consumed traditional vegetables. They were mainly purchased from the market. Regression estimates indicate that the consumption of traditional vegetables increases with positive health perceptions, better training, domestic production of vegetables, and increased promotional activities. Scaling up consumers awareness and home gardening would help to increase availability and consumption of traditional vegetables.