Consumer Willingness to Pay for Organic Vegetables in Makurdi Metropolis, Benue State, North Central Nigeria

Growing consumer awareness of food safety and health has stimulated interest in organic produce in Nigerian urban markets. Understanding consumer willingness to pay for organic vegetables is essential for informing marketing strategies and supporting small-scale organic farmers. This study examined consumer willingness to pay for organic vegetables in Makurdi Metropolis, Benue State, North Central Nigeria. A descriptive survey design was used, and 240 adult consumers were interviewed at three major markets in Makurdi using structured questionnaires and a contingent valuation method. Data were analysed using descriptive statistics and logistic regression. Results indicated that 58 percent of respondents were willing to pay a price premium of between 10 and 30 percent for certified organic vegetables. Key motivators for willingness to pay included health consciousness, concern for pesticide contamination, and taste preference. Major deterrents were high perceived prices, limited availability of certified products, and lack of awareness about organic certification. Income level, educational attainment, and household size were significant predictors of willingness to pay. The study recommends that state agricultural agencies support the certification and marketing of organic produce and that consumer education campaigns promote awareness of organic farming benefits. Keywords: organic vegetables, consumer willingness to pay, Makurdi, food safety, contingent valuation