Is Consuming Sustainable Street Food Worth It?

This study examines the age-old question in marketing research: why do consumers buy certain products and what values underlie their purchasing decisions? Our focus is on the sustainable street food (SSF) sector in South-East Nigeria. Specifically, this study investigates why consumers prefer buying street-made organic food, which may be perceived as less hygienic, over factory-packaged foods sold on the streets. What are the values associated with patronizing this type of food? Additionally, we explore the moderating effect of sociodemographic factors (gender, education status, and household size) on consumption values and SSF patronage.