Impact of Supply Chain Transparency on Consumer Confidence in the Poultry Industry: Evidence from Ogun and Oyo States

This study examines the impact of supply chain transparency on consumer confidence in the poultry industry, with evidence drawn from poultry farms, processors, and consumers in Ogun and Oyo States, South West Nigeria. Rising consumer awareness of food safety standards, avian influenza risks, and livestock medication practices has elevated demand for traceable poultry products in Nigerian urban markets. Supply chain transparency, defined as the degree to which information about production practices, quality testing, and distribution handling is accessible and credible to consumers, is increasingly positioned as a competitive differentiator. Using a cross-sectional survey design, structured questionnaires were administered to 200 urban consumers in Ibadan and Sagamu, alongside interviews with 30 poultry processors and distributors. Transparency is operationalised through labelling completeness, quality certification visibility, traceability system adoption, and processing facility audit openness. Consumer confidence is measured through purchase frequency, willingness to pay premium, and brand trust scores. Multiple regression analysis is applied. The study draws on food supply chain transparency and consumer behaviour literature. Findings are expected to show that certified quality labelling and independent audit visibility are the strongest predictors of consumer confidence. Recommendations address poultry processors, the National Agency for Food and Drug Administration and Control, and industry associations on implementing affordable traceability systems that communicate meaningfully with urban consumers. Keywords: supply chain transparency, consumer confidence, poultry industry, Ogun State, food safety.