| dc.description.abstract | Moringa oleifera can simultaneously address health, nutritional and socioeconomic objectives in Malawi. Moringa products such as powder, seeds, and oil are readily available in towns and cities, including Lilongwe. Consumers can purchase these Moringa products from a range of sources, including local markets, supermarkets, and pharmacies. However, there remains a dearth of research that delves into the extent of Moringa product utilization within Malawi. This study employed the quantitative research approach to comprehensively assess the awareness, consumption choice and purchase intentions (willingness to pay), and perceptions of Moringa products among the local population of Lilongwe.
The study revealed the prominence of Moringa products in Lilongwe, with a significant majority of respondents reporting their purchase or usage. The study also established that a matrix of factors influenced the consumption of Moringa products. The study established that health, accessibility, and broader societal contexts, such as family influence and pricing, impact customers’ purchasing decisions. Finally, the study showed that certification, gender, age, monthly earnings, and levels of education were influential in informing consumers' willingness to pay for Moringa products.
The study recommends that future studies can focus on elucidating the specific health benefits and nutritional profile of different Moringa products. This can help in establishing evidence-based health claims and expanding the understanding of the nutritional value of Moringa as a functional food ingredient. | |
