Analysing the Effects of Marketing Strategies on the Adoption of Local Food Security Initiatives

Adewojo Akinade Adebowale ()
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Adewojo Akinade Adebowale: Nigerian Stored Products Research Institute, Nigeria

Journal of Agribusiness and Rural Development, 2025, vol. 77, issue 3, 335-346

Abstract: Introduction Local food security initiatives are vital for sustainable nourishment in vulnerable Nigerian communities. However, their uptake often depends on effective marketing. This study examines how community-based, culturally tailored, and digital marketing strategies influence consumer adoption of local food security initiatives in three Local Government Areas (LGAs) of Kwara State, Nigeria. Materials and methods A qualitative approach was used, involving semi-structured interviews (n = 30) with farmers, consumers, coop leaders, and local officials, along with two focus group discussions. Thematic analysis identified key themes related to marketing strategies and adoption patterns. Results Three main strategies emerged as effective: (1) cultural alignment of marketing messages, resonating with traditional values; (2) grassroots campaigns via community radio, market announcements, and visual storytelling were shown to increase awareness and trust; and (3) cooperative marketing, which strengthened credibility between producers and consumers. Significant barriers included economic limitations and low digital literacy among target populations. Conclusions An integrated marketing model combining traditional outreach with digital platforms and culturally resonant messaging is recommended to enhance local food initiative adoption. Strengthened cooperative structures and digital capacity building are essential for sustainable impact. Future research should evaluate digital innovation and cooperative marketing models in broader contexts.

Keywords: food security; marketing strategies; local initiatives; consumer behaviour; adoption rates; local food systems (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:pojard:v:77:y:2025:i:3:p:335-346:n:1007

DOI: 10.17306/j.jard.2025.3.00025r1

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