Survey of Consumer Preference for Organic Versus Conventional Vegetables in Abuja FCT

The market for organic vegetables is expanding in Nigerian cities, driven by growing consumer awareness of food safety, nutrition, and environmental sustainability. In Abuja, the Federal Capital Territory, middle-class and high-income consumers increasingly encounter both organic and conventional vegetables in supermarkets and open markets, creating a demand segmentation that has implications for horticultural production and marketing strategies. This study surveys consumer preference for organic versus conventional vegetables in Abuja FCT, examining willingness to pay a premium, perception of quality and safety, and factors influencing purchasing decisions. A structured questionnaire was administered to 200 randomly sampled vegetable consumers across three supermarkets and two open markets in Abuja. Data were analyzed using descriptive statistics and a probit regression model. Results indicate that 58 percent of respondents expressed a preference for organic vegetables, with food safety concerns and nutritional beliefs as the primary motivators. However, willingness to pay a premium was limited to 20-30 percent above conventional vegetable prices for most respondents. Income level and educational attainment were the strongest predictors of organic vegetable preference. The study recommends investment in organic vegetable certification and labeling schemes tailored to the Abuja market to unlock commercial opportunities for Nigerian organic vegetable producers. Keywords: organic vegetables, consumer preference, willingness to pay, Abuja, food safety