Assesssing the Responsiveness to Demand Creation and Communication on Probiotics Use Among Fish Farmers in Akwa Ibom State, Nigeria: A 9-Parametre Path Analytic Modeling Approach

Abstract

Aquaculture industries face challenges such as poor fish growth, infertility, disease outbreaks, and water quality issues, which negatively impact productivity. As the industry continues to expand, it plays a crucial role in the food supply chain. Consumers are increasingly demanding seafood products that are environmentally sustainable, organic, and free from antibiotics and harmful chemicals. This study aims to assess how demand creation communication influences the use of probiotics among fish farmers. A multi-stage sampling technique was employed to select 180 respondents for the study. Primary data were collected through a structured questionnaire, and analysis was conducted using ANOVA. Path analysis (PLS-SEM) was used to test the hypotheses. Findings revealed that 76.9% of respondents were female, 96.8% were married, and the average age was 58.1 years. About 66.5% had secondary-level education, while 52% were traders, with an average of 34.5 years of experience in their primary occupation. Only 35.2% had moderate knowledge of probiotics, and the most common communication channel was through friends and neighbors (77.6%). A major issue identified was the lack of in-depth awareness regarding the benefits of probiotics in fish diets. Path analysis results showed that knowledge level was the primary influencing factor in probiotic adoption. To bridge this gap, it is recommended that both public and private organizations initiate probiotic education programs. Training and awareness campaigns, particularly through social media, should be implemented to enhance farmers' understanding and adoption of probiotics in aquaculture.