management strategies of perceived risk associated with moringa products by consumers in ilorin metropolis, kwara state, nigeria

This study focused on examining the management strategiesof perceived risk associated with moringa products byconsumers in ilorin metropolis with view to rank the perceivedrisk associated with moringa product; assess the differentstrategies employed by consumers to manage or cope with therisk and to examine socio-economic determinants of consumers’consumption behaviour in relation to the perceived risk. primarydata were collected with the aid of a well structured questionnairefrom 116 sampled respondents in the study area. the datawere analysed using descriptive statistics and the tobit regressionmodel. the result shows that majority of the consumersconsume moringa powder while none of them consume moringaoil. it was also discovered that most of the respondents donothing about the risk associated with moringa consumption,while some of them reduce the quantity consumed per dose orfrequency consumption. awareness of risk and consumptionof moringa powder were found to have significant effect onconsumer attitude towards the perceived risk at (p < 0.1). thestudy therefore recommends the need for more clinical trialsthat will ascertain the long term health implication of moringaproducts consumption and the need for marketing agencies totake advantage of the relative ambivalence to moringa consumptionfor more advertorial and promotional campaigns.