Author:
Oluwakemi Adeola Obayelu, Janet Abiola Agbohin, Omobolaji Olubukunmi Obisesan

Doi: 10.26480/faer.01.2022.12.17

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Despite a self-sufficiency in rice production in Nigeria, there is a huge supply deficit of local rice, which is augmented by importation. This shows a low demand for locally produced rice and a high importation bill for rice. This study therefore assessed consumers’ attitude to and preference for locally grown rice in Ibadan metropolis, Nigeria. A multi-stage sampling procedure was used to select three hundred consumers using a questionnaire. Data were analysed using descriptive statistics, Likert scale and double-hurdle regression. Consumers spent about a third (31%) of their monthly food expenditure on rice consumption. Preference for local rice was lower (48%) than imported rice (52%). Cleanliness and absence of stones were major attributes consumers consider when purchasing local rice brands. The attitude towards consumption of local rice was very limited among the consumers. A marginal increase in household expenditure on rice reduces the probability of a consumer’s preference for local rice brands. Policy thrusts aimed at mitigating spikes in price of local rice will impact its consumption positively.