Abstract
Organic fertilizers have several merits in support of their usage, including environmental friendliness, waste conversion purposes, and human hygiene considerations. These lend credence to the objectives of this paper. The study evaluated firm performance and market orientation with a view to profiling market segments within the organic fertilizer niche market and consumers’ desire to use and willingness to buy organic fertilizers. Six organic fertilizer factories and fifty-eight farmers were sampled and described. Results showed that there were no significant obstacles or societal prejudice against organic fertilizer usage in Nigeria, rather patronage was hampered by a lack of awareness about it. Consumers exhibited a high level of willingness to buy organic fertilizer. It was concluded that there is growing coverage in adopting organic fertilizers in Nigeria. The study recommended product promotion, close collaborations between industry and academia, a paradigm shift in the use of organic fertilizer for farming, and market policies from the government as steps towards enhancing the marketability of organic fertilizer.
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