(Tanzania Institute of Accountancy, 2020-06) Kazungu, Isaac; Nyagango, Alex I.
Numerous agri-food studies have been done to promote African Indigenous Vegetables (AIVs) with food security, nutritional benefits, and value chains being the focus. However, consumer behaviour on AIVs has been less studied thus creating a missing link in agri-food studies. This study investigates the consumer attitudes towards AIVs in Moshi Tanzania