ABSTRACT

This study aimed to assess the perceived influence of consumer health education on students' choices of goods at the University of Benin, Benin City, Edo State, Nigeria. Five research questions were formulated to guide the study.

A quantitative survey research design was employed. The population consisted of 600 undergraduate students from the departments of Health, Safety, and Environmental Education (HSE) and Human Kinetics and Sports (HKS) at the University of Benin. A sample of 60 male and female students was randomly selected from these departments. An appropriate questionnaire was developed following a thorough literature review, and its validity and reliability were assessed before administration to gather necessary responses from the participants. The data were analyzed using simple percentage methods.

The findings indicated that students exhibit a positive attitude towards adopting healthful consumer behavior when exposed to consumer health education during their studies. Additionally, the findings suggest that students are more likely to choose health-promoting goods and services and prefer quality products when required to choose between quality and quantity.