Branded Radio Program and Awareness of Under-utilized Indigenous Vegetable Innovations in Southwestern Nigeria (Innovation Dissemination through Branded Radio Program)

ABSTRACT This study examined the relationship between a branded radio program and farmers' awareness of innovations for under-utilized indigenous vegetables (UIVs) in southwest Nigeria. We used the purposive sampling technique to select 383 respondents from the study population. Data collected and analyzed using descriptive statistics and the chi-square statistic revealed that the mean age and weekly income of the respondents were 36.47 ± 14.23 years and N2,139 ± N2,266, respectively. Young, productive females aged 18–35 years listened to and were more aware (61.58%) of the radio program than males. Respondents listened most to information on UIV value addition and land selection. Religion (X2 = 4.1012; p = 0.05) and marital status (X2 = 8.4012; p = 0.05) were positively associated with awareness of the radio program.