Food Labelling, Media Information, and Consumers' Willingness to Pay for Genetically Modified Foods: A Choice Experiment Analysis of Tomato Paste in Kwara State, Nigeria

The commercialisation of genetically modified (GM) crops in Nigeria has intensified debate over consumer acceptance, food labelling, and information governance. This study examined how food labelling and media information affect consumers&apos; willingness to pay (WTP) for GM foods in Kwara State, assessing consumers&apos; understanding of food-label elements for GMO identification and estimating WTP for GMO-labelled versus non-GMO alternatives using a discrete choice experiment. A cross-sectional survey of 400 adult consumers across Kwara State was conducted using purposive, snowball, and face-to-face sampling, with data collected via semi-structured questionnaires administered online and in person. Analytical tools included Likert scale analysis, choice-based conjoint analysis with a conditional logit model, probit regression, and logistic regression. Results showed uniformly strong understanding of all food-label elements assessed (mean scores 3.58–3.86 on a 5-point scale), with storage instructions and expiration dates ranked highest, and GM content ranked third. The conjoint analysis yielded a strongly negative, statistically significant WTP for GMO status of –368.96 Naira, indicating that consumers require a discount of about 369 Naira to accept a GMO-labelled product over an identical non-GMO alternative. Probit regression showed that only engagement with the NAFDAC regulatory number marginally predicted WTP (p<0.10), while logistic regression revealed no significant influence of media exposure variables on WTP. The study concludes that GMO labelling functions as a powerful negative market signal in Nigeria&apos;s current information environment and recommends pairing mandatory GMO disclosure policies with sustained, balanced consumer education strategies to address the cultural and risk-perception determinants of GMO aversion in Kwara State.