| Summary: | Abstract An understanding of dietary knowledge will most likely inform the consumption of healthy foods. Studies have shown that local (ofada) rice is superior to other rice brands in terms of protein and minerals crucial for overall mental and physical well-being. This study, therefore, examined the effect of households’ dietary knowledge on the consumption of local (ofada) rice, using a simultaneous equation system that accommodates censored dependent variable and continuous endogenous dietary knowledge. The study used survey data from 600 rice consumers’ households in southwest Nigeria and hypothesized that dietary knowledge affects the consumption of local (ofada) rice. The results revealed that dietary knowledge is significantly influenced by factors such as being a household meal planner and presence of household member(s) on a special diet. Dietary knowledge, as hypothesized, was found to positively influence the consumption of local (ofada) rice, as were some sociodemographic variables. The study recommends that effective dietary education about health and other benefits of consuming local (ofada) rice should be developed to promote its consumption in Nigerians’ diets.
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