Reasons influencing consumers’ choice of baobab (Adansonia digitata L.) products: Evidence from four countries in sub-Saharan Africa

Abstract

This study considers the views of consumers on household and commercial uses of baobab products. The study examines demographic factors that could influence consumers to buy different baobab products using cross-sectional data from four African countries. The study found that leaves, fruits powder, seeds and flowers of baobab were used by the households and were also commercialised in the communities of consumers. We also found that consumers often buy leaves, fruit powder and seed products of the tree for some reasons. These reasons included medicinal, good taste, food and nutritional values of the products. Furthermore, the proportions of consumers who have reasons for buying the baobab products varied by sex, rural-urban divide, age and income categories within and between the target countries. These findings suggest that the medicinal values, good taste, food and nutritional properties of the products are good reasons for policy formulation and direction that promote propagation of baobab tree and consumption of its products. The baobab tree and its products could be used for food and nutritional security as well as for enhancing livelihoods and rural income generation in Africa. Policy makers and other stakeholders should therefore include baobab products in food and nutrition support strategies in Africa.

Keywords

• Consumer preferences
• Baobab products
• Medicinal
• Food and nutrition
• Household use of baobab
• Commercial use of baobab