The Influence of Price Consciousness on Organic Food Purchase Behaviour in Enugu Metropolis

This study examines the influence of price consciousness on organic food purchase behaviour among consumers in Enugu Metropolis, South East Nigeria. Globally, the organic food market is expanding as health awareness rises, but high price premiums associated with organic certification remain a significant barrier to adoption, particularly in price-sensitive developing markets like Nigeria. Despite growing interest in health-conscious consumption in Nigerian urban centres, organic food remains a niche product with limited penetration. The study adopts a cross-sectional survey design with 240 respondents drawn from supermarkets, health food outlets, and residential areas in Enugu through purposive sampling. A validated questionnaire measures price consciousness, health consciousness, environmental concern, and organic food purchase frequency. Descriptive statistics and regression analysis are employed. The study also investigates whether health consciousness moderates the negative effect of price consciousness on organic food purchase likelihood. Preliminary findings indicate that price consciousness is the most significant barrier to organic food adoption in Enugu, even among health-conscious consumers. However, the research also reveals a growing willingness to pay modest premiums among higher-income, tertiary-educated respondents when health benefits are clearly communicated. Recommendations are directed at organic food marketers, supermarkets, and agricultural enterprises on how to position and price organic products effectively for the emerging Nigerian urban consumer. Keywords: price consciousness, organic food, purchase behaviour, Enugu, health marketing