Impact of Consumer Education Programs on Agricultural Consumer Behaviour in Makurdi Metropolis, Nigeria

This study evaluated the impact of consumer education programs in influencing consumer behavior in Makurdi Metropolis, Benue State, Nigeria. The study was motivated by the increasing concern that many consumers in the area lack adequate knowledge about agricultural product, such as quality, safe handling, labeling, and purchasing decisions, leading to exposure to unsafe and substandard goods. Five objectives guided the study. A descriptive survey research design was adopted for the study. The population consisted of 350 individuals drawn from consumers, traders, farmers, and agricultural extension officers in the study area. A sample of 188 respondents was selected using the Taro Yamane formula. The results revealed that organized and media-based consumer education programs were the major sources of awareness in the area, with radio and television serving as key channels of communication (Mean = 3.12). Respondents found the information from consumer education programs easy to understand and apply (Mean = 2.88), indicating that message clarity enhanced participation. It was concluded that consumer education programs have improved consumer awareness in purchasing behavior. It was recommended that more emphasis be laid on collaborative, media-driven, and continuous education programmes.