Determinants of intensity of utilization of Baobab products in Kenya

Abstract

Baobab tree is central to livelihoods of majority of rural communities living in marginal areas of Kenya in the wake of climate change, low agriculture productivity and falling food security. This study examined factors influencing intensity of utilization of baobab products in Kenya. Data on socio-economic, demographic characteristics, and attitude toward baobab pulp were collected from 353 consumers in rural and urban markets. Descriptive were used to describe consumer characteristics. Zero-truncated Poisson regression was used to analyze factors influencing intensity of utilization of baobab products. Exploratory factor analysis was used to assess the attitudes of consumers toward baobab pulp. The model results revealed that education level (p < 0.01) and household size (p < 0.01) negatively influenced the intensity of utilization, while years of product usage (p < 0.01), and awareness level (p < 0.01) had a positive influence. Exploratory factor analysis generated four factors that explained 61.16% of the total explained variance. “Availability, affordability, and income value” factor had the highest factor loading in the analysis, while “Trust and nutritive value” factor had the second highest loading. The study findings recommend strategies that could promote baobab utilization. This include; ensuring that baobab products are available, accessible, and affordable. Likewise, sustained product packaging, certification, and labeling are essential. Other promotional approaches include community nutritional training and information dissemination through both formal and informal education.