Consumer Knowledge Research Articles

REDUCING FOOD WASTE WHEN EATING OUT – RESEARCH ON THE PERCEPTIONS OF BULGARIAN STUDENTS

Food waste is a critical global challenge with far-reaching environmental and social consequences. Addressing this issue requires understanding consumer behaviours, habits, and knowledge related to food waste. Research on food waste in eating out covers various aspects, including factors that contribute to food waste, consumer behaviour and potential solutions. Key to understanding the problem of food waste and to finding and implementing effective solutions is research into the knowledge and behaviour of young people, and students in particular, regarding dietary choices, eating habits, food waste and their attitudes towards food in general. This paper delves into the urgency of reducing food waste, encompassing its definition, stages in the food supply chain, and its relevance to achieving Sustainable Development Goals (SDGs). The European Union's efforts and Bulgaria's initiatives provide context to the broader discourse on food waste reduction. Тhe European Commission has set out a number of policies and instruments aimed at reducing food loss and waste as part of the Circular Economy Action Plan and the Farm to Fork Strategy. In line with EU objectives, a National Programme for the Prevention and Reduction of Food Loss (2021-2026) has been developed in Bulgaria, which sets out the framework for joint action to reduce food loss and waste and for society to rethink its attitudes to food consumption and value. However, food waste problems at the consumer level in Bulgaria are understudied. The aim of the current study is to explore the personal perceptions and behaviours of Bulgarian students towards food waste when eating out. Information was collected through a structured online questionnaire. The survey was conducted during the academic year 2022/2023 among Bulgarian students of the University of National and World Economy in Sofia, Bulgaria. There were 123 participants between the ages of 18 and 35. The main findings of the study showed that over 50% of the respondents were of the opinion that the largest amount of food waste is generated when eating out. The majority of the respondents have stated that they throw away less than 5% of their food when eating out and they take the leftovers home „often“ or „sometimes“, which indicates that Bulgarian students eat most of the food they order when eating out and throw away a small portion of it. Overall, this research contributes to the understanding of food waste patterns and encourages targeted interventions to promote sustainable consumption among students and beyond. Key words: food waste, eating out, students, Bulgaria JEL codes: Q18, Q53

Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?

AbstractGeneration Z (Gen‐Z), representing a demographic cohort of persons born from 1995 to 2010, has demonstrated their concerns for environmental protection. On September 20, 2019, for example, millions of Gen‐Zs from over 150 different countries across the globe embarked on a protest to pressure decision‐makers and governments to help save the planet. Such campaigns have caused firms to rethink how they operate by adopting green operations in their production and distribution of products. The footwear industry is not left out. The problem this research sought to address is the assessment of the effect of green consumer knowledge on green purchase behavior among Gen‐Z consumers towards footwear while assessing the roles of consumer social responsibility, green advertising, and green consumer trust. The study was quantitative in nature and used an online questionnaire to survey 559 Chinese Gen‐Z consumers. Findings revealed that although green consumer knowledge had a direct effect on green purchase behavior, this effect was partially mediated by consumer social responsibility. The effect of consumer social responsibility on green purchase behavior was positively moderated by green advertising, and the moderating effect of green advertising was further strengthened by green consumer trust. Finally, the mediating effect of consumer social responsibility was conditional on the moderating effects of green advertising and green consumer trust. It was concluded that green consumer knowledge is an essential ingredient in enhancing Gen‐Z consumers' green purchase behavior towards footwear, as such, advocacy and pressure groups must increasingly conscientize consumers.

Microplastic Contamination in Seafood: Knowledge and Awareness of Fishermen and Consumers in Negombo Lagoon Area


 Microplastics (MP) are tiny plastic particles (<5 mm) which are widespread in freshwater, marine, and terrestrial ecosystems. MP become significant environmental threat and there is a possibility to end up MP in seafoods. The present study assessed the level of awareness regarding contamination of seafood with MP among consumers and fishermen in Negombo lagoon area. Data were collected from 60 participants (30 fishermen and 30 consumers) via administered questionnaire with closed- ended and open-ended questions which extract the information on awareness about MP. Findings revealed that awareness on MP were relatively low in Fishermen (36.67%) but higher in consumers (63.33%). Further 40% of fishermen and 60% of consumers had knowledge on impact of MPs on human health. However, some fishermen (56.67%) and consumers (43.33%) had no knowledge about the sources of MP. Majority of respondents had given X-press pearl (47.06%) and hotel wastage (29.41%) as the main sources of MP. Moreover, 45% of fishermen had observed plastics attached in gills and gut of fish. Respondents were generally aware that there is a risk of bioaccumulating MP after consuming seafood and apprehension regarding potential hazard to human health. Durability was the main reason for the selection of plastics used by respondents while recyclability played a lesser role. Only 36% of fishermen and 64% of consumers were found to be aware of the methods for reducing MP pollution. Both consumers and fishermen have acknowledged the importance of awareness programs on plastic pollution and its harmful effects, as well as the importance of reducing and recycling plastics in mitigating the issue. Majority of consumers (75%) and a smaller number of fishermen (25%) have actively engaged in environmental initiatives, such as beach clean-ups. All participants display a strong willingness to adopt biodegradable alternatives, emphasizing their commitment to eco-friendly practices. Educational campaigns and media awareness, coupled with stringent policy enforcement and eco- friendly plastic adoption, can mitigate plastic and microplastic pollution, addressing the ongoing issue effectively.
 
 Keywords: Microplastic, Awareness, Fishermen, Consumers, Seafood

The attitudes and practices of United Arab Emirates consumers towards food waste: A nationwide cross-sectional study.

Reducing global food waste is an international environmental, health, and sus-tainability priority. Although significant reductions have been achieved across the food chain, progress by UAE households and consumers remain inadequate. This study seeks to understand the association between consumer attitudes, knowledge, and awareness relating to food waste practice of residents living in the UAE. to help inform policy and action for addressing this national priority. A cross-sectional study was conducted using a validated semi-structured online questionnaire through stratified sampling (n =1052). The Spearman correlation coefficient was performed to determine the correlations. Two independent regression analysis were used to determine the association between food waste practice with: 1) knowledge and awareness and attitude subdomains, and 2) sociodemographic characteristics. Respondents (n=1072) largely reflect the socio-demographic characteristics and population distribution across the seven Emirates. As expected, a significant and negative correlation was found between food waste practice knowledge and awareness and overall attitude. The regression models showed reduced food waste practice was associated with better knowledge, personal attitude, financial attitude (first model), older age and fewer adults in the household (second model). We found a significant and negative association of personal attitude (a commitment, intention), financial attitude (cost-saving motivation), and (existing) knowledge of Food waste (FW) with practice of food waste, indicating that better knowledge about FW, personal attitude or financial attitude was associated with reduction in undesirable food waste practice. While awareness and emotional attitude (moral concerns) were positively and significantly associated with food waste practice (undesirable behaviour). Food waste poses significant challenges in the UAE, and addressing it requires a comprehensive understanding of the multifaceted factors influencing consumer behavior. By promoting knowledge, fostering positive attitudes, and considering socio-cultural factors, policymakers can develop effective strategies to reduce food waste in households and contribute to sustainable development goals.

Organic food and its health benefits for humans and how it differs from regular food : Review.

As public awareness of organic food products' advantages for health, social convenience, the environment, and sustainable development has grown, so has their knowledge of their benefits. Gaining understanding of consumer views is crucial for the sector as it continues to grow. The current study was methodically created to assess the strength of the data supporting the benefits of feeding organic foods to health. Foods labeled as organic are produced utilizing only natural fertilizers. The regulations around organic animal production are extensive and impact various aspects such as nutrition, reproduction, housing, medical care, and treatment. Additionally, these foods are not produced using genetically modified pesticides or insecticides. Animals raised in organic farms are given more space to live in than those raised in conventional systems, and they are also required to consume organic feed, straw bedding, and roughage. The fatty acid composition of milk, eggs, and meat is significantly influenced by the animal diet. Breed selection is used in connection to animal health and wellbeing; proper diet, husbandry, and management all contribute to illness prevention and improved animal welfare. Antimicrobial durability is a global public health concern these days, and many international health organizations recognize that it poses a threat to the current health care system. Thus, the market's demand for organic products and their simplicity of use has grown over the past several years, contributing significantly to the economy. Because organic food is healthier and less likely to contain chemicals, many people are beginning to choose it over conventional food. As a result, raising consumer knowledge of the value of organic products and supporting their production is crucial for the growth of organic farming and the production of pure water. The market for organic food products is growing quickly because consumers believe that organic food may be healthier than conventional food and has a superior nutritional profile.

Exploring organic consumer preferences for dried pasta

Dried pasta is depicted as the most traditional and popular Italian food culture. Italy has the highest per capita pasta consumption worldwide, but lifestyle changes define new habits and trends in consuming this traditional Italian food. The present study aims to explore organic consumers' knowledge, attitudes and preferences for dried pasta and, specifically, the relevance of organic and "ancient" durum wheat varieties.Results show limited knowledge of consumers about dried pasta characteristics and the relevance of extrinsic cues, especially those related to expected taste and local origin. Therefore, the most relevant claims for improving the communication strategy of dried pasta are identified. Companies should meet consumers' preferences by increasing investments in the innovation of this staple food with a focus on improving production processes and packaging design with more effective front-of-pack communication. The findings provide insights into the pasta market, which may help organic companies to enter this new market and make their products more appealing to consumers.

Quantification and environmental impact of slaughter waste during its life cycle.

Considering the lack of an in-depth and comprehensive study on slaughter waste quantification and its management, despite the growing demand for meat this study aims to quantify the slaughter waste generated in Mumbra, Thane, India, from the meat retail stores. The study also endeavors to find the composition of slaughter waste in municipal solid waste by employing the questionnaire survey method. The literature reviewed the published studies on the life cycle analysis of food products for global warming potential values for meat and vegetable products along with the vegetarian and non-vegetarian dietary patterns. In this study, it was observed that 55.93% of the population were non-vegetarian consumers and the composition of slaughter waste was 7% of total municipal solid waste disposed of in disposal sites resulting in greenhouse gas emission of 0.11 Gg CO2 Eq./year. The study presents the implementation of a biomethanation plant as a mitigation measure, along with an evaluation of the theoretical biogas potential and electricity generation capacity derived from slaughter waste, considering it as a potential feedstock. The outcomes of this study also highlight the necessity for further focused research in this specific area, aiming to increase consumer knowledge regarding the environmental impacts of meat-based diets. The finding of this study will help researchers and assists policymakers in facilitating effective management and understanding the scale of the emissions resulting from meat products and slaughter waste and identifying suitable mitigation approaches, and actively contributing to reducing the environmental footprint.

ANALYZING THE EFFECT OF SOCIAL MEDIA AND INFORMATION CHANNELS ON CONSUMER KNOWLEDGE ABOUT SUSTAINABLE DAIRY PRACTICES IN THANE

Purpose: This research aims to investigate consumer knowledge about sustainable dairy practices in Thane, employing a sample of 250 participants through convenient sampling. The study focuses on understanding the predictive relationships between social media usage, exposure to information channels, and consumer knowledge. Design/Methodology/Approach: The research utilizes a structured Likert-scale survey encompassing demographic information, consumer knowledge assessments, and insights into social media usage and information exposure. Linear regression analysis is applied to examine the statistical significance and strength of the identified relationships. Findings: The findings reveal a significant impact of social media usage and exposure to information channels on consumer knowledge about sustainable dairy practices. Specific patterns and preferences emerge, contributing to a nuanced understanding of consumer perceptions in Thane. Practical Implications: The studys results hold practical implications for communication strategies aimed at enhancing consumer awareness of sustainable dairy practices. Recommendations include targeted communication campaigns, diversified content creation, collaboration with influencers, continuous education programs, and ongoing monitoring and evaluation. Originality/Value: This research contributes to the field by exploring the interplay between social media, information exposure, and consumer knowledge in the context of sustainable dairy practices. The methodology combines convenience sampling and Likert-scale surveys to efficiently gather and analyze data, providing valuable insights for sustainable practices promotion.

LEGAL PROTECTION OF CONSUMERS REGARDING ILLEGAL ONLINE COSMETIC DISTRIBUTION IS REVIEWED FROM LAW NO. 8 OF 1999 CONCERNING CONSUMER PROTECTION

The writing of this scientific paper entitled "Legal Protection of Consumers Regarding the Distribution of Illegal Cosmetics Online given Law no. 8 of 1999 concerning Consumer Protection" aims to find out generally and broadly about cosmetics, why illegal cosmetics can circulate online, the distribution of illegal cosmetics according to applicable law. We need to know what illegal cosmetics mean. Considering the large number of Indonesian women's interest in using beauty products, online business people are flocking to produce their products in various ways, including online marketing. However, on the other hand, due to tight business competition, online business actors act in bad faith by illegally marketing cosmetic products. Just like women, men also use cosmetic products to increase their self-confidence. Many factors cause consumers to use beauty products without knowing the consequences they will get. One of the factors is the need for more consumer education and knowledge regarding illegal cosmetics sold online and sold freely through online sites based on the provisions of the Consumer Protection Law. This research aims to examine and analyze the problem of legal violations for naughty business actors regarding the distribution of cosmetics. This research was carried out normatively, namely library legal research, which refers to consumer legislation. This research focuses on determining legal protection for consumers who use illegal cosmetics sold online. Cosmetics are produced to beautify a person's appearance. However, recently, many cosmetics sold online do not have a circular from BPOM, thus endangering consumers who buy beauty products online.

Global education reform and the Swedish CPD market: restricted professional learning and the power of ideology

ABSTRACT Against the backdrop of global convergences in education reforms, a growing focus on teacher competences has emerged in European policy discourses about teacher professionalism and professional learning and development that has driven an expanding international and national CPD market involving both state and private operators. Developments in Sweden are an example, and the aim of this article is to identify and explore the discourses on teacher professional learning that seem to proliferate on this newly emerged and expanding market and their connections with and consequences for teacher professionalism. Two sets of data have fed the analysis. These are (a) CPD invoices and (b) interviews with school principals. The analysis indicates that the dominant discourses discursively shape teacher professionalism in relation to ideas about teachers as learners as collegial consumers of knowledge. Policy recommendations about peer learning become a subordinated element of a dominant discourse that prioritises and privileges the agency of knowledge producers, such as consultancies, compared to other actors as intermediaries. Commodification is a new key intermediary process in professional learning for teacher professional development.

Consumer objective and subjective knowledge about healthy foods: An approach to promote healthy lifestyle choices in South Africa.

Unhealthy food choices and consumption, coupled with sedentary lifestyles among consumers, intensify public health concerns regarding the quadruple disease burden, despite Primary Health Care (PHC) policy. However, the current relationship between consumer knowledge about healthy foods and following a healthy lifestyle needs to be explored. Our study, therefore, aimed to determine the association between consumers' subjective and objective knowledge about healthy foods and various healthy lifestyle choices. A cross-sectional survey was conducted among employed consumers (N = 157) from South African corporate settings. We used structural equation modelling (SEM) to determine associations between subjective and objective knowledge about healthy foods and healthy lifestyle choices. Our findings showed that most participants scored high on making healthy lifestyle choices relating to avoiding smoking (69.5%) and limiting drinking alcohol (68.7%) but less so for food and sleep (44.4%) while neglecting exercise, relaxation (13.7%), and choices that require dedicated effort (25.2%). On average, participants had high levels of subjective (mean = 3.59; 5-point Likert scale) knowledge and objective knowledge about healthy foods (88.4-95.9% correct responses). However, their objective knowledge about weight and cholesterol had severe deficiencies (36.7%). SEM confirmed an association between subjective knowledge and most healthy lifestyle choice categories, while income contributed to dedicated effort lifestyle choices. By contrast, objective knowledge did not associate with such choices. Our structural model suggests that subjective knowledge about healthy foods contributes to healthy lifestyle choices. Therefore, subjective knowledge and the objective knowledge deficiencies we identified among corporate consumers can serve as a valuable starting point for informed education to promote PHC policy and healthy lifestyle choices.

Towards sustainable purchase: the effect of social responsibility, innovativeness and knowledge of natural cosmetics purchasing consumers’ intentions

The article aims to broaden the understanding of factors affecting natural cosmetics purchasing behaviours and specifically, to specify the role social responsibility, consumers' innovativeness and knowledge play in shaping purchasing intentions for these products. The study uses the extended theory of planned behaviour as its theoretical framework and is based on theoretical support and suggested modification indices. The study applies a quantitative methodology which collects survey data from Ukraine and Poland. It was analysed using Structural Equation Modelling. Results reveal that attitude towards purchasing natural cosmetics, social norms, consumers' innovativeness and consumer’s natural cosmetics knowledge all have statistically significant and positive impacts on the purchase intention towards natural cosmetic products. This study contributes to the literature by incorporating other variables into the TPB model. It provides new insights and constitutes a useful step forward in the understanding of consumers’ behaviours towards natural cosmetics.

How Followers Perceive Local Brands: A Case Study of a Food & Beverage Industry’s Instagram Account

This study analyses a local Surabaya-based cafe and explores its branding through media activity, particularly on Instagram. As Instagram is a widely used social media platform in this day and age, businesses have also tried to expand their reach through said medium. The objective of this research is to find out through this local cafe, whether or not marketing one’s brand (awareness) through Instagram is effective. This is measured through the brand theory and consumer knowledge theory. This research also employs the marketing public relations theory. Data was collected through distributing questionnaires to 110 respondents using purposive random sampling. The questions used in the questionnaire are all based on brand elements as well as factors in consumer knowledge. Based on the researchers’ calculations, the level of knowledge of consumers regarding this local cafe is considered high, thus for this particular cafe, using Instagram as a medium to do marketing communication and increasing brand awareness is considered as effective.

Consumer Knowledge about Dietary Relevance of Fruits and Vegetables: A Study Involving Participants from Portugal and France.

Fruits and vegetables are recommended as low-calorie foods that contribute to the proper intake of necessary micronutrients, macronutrients, and bioactive compounds with health benefits. However, the recommendations for the dietary intake of these foods fail to be attained in most European countries. For this reason, promoting more knowledge about the health effects of fruits and vegetables is essential to decrease the incidence of chronic diseases. This study was conducted to investigate the knowledge of the health benefits of fruits and vegetables among the population of Portugal and France. The present work involved a questionnaire survey of 639 participants (257 from Portugal and 382 from France). The results revealed that most participants were young females (68.9%) with good education (76%) and an average weight range. They consumed a varied diet (57%) but had body dissatisfaction (63.2%). The respondents had good knowledge about the health effects of fruits and vegetables. However, the French population knew more about the theme than the Portuguese. Portuguese individuals were more likely to have incomplete information. Gender and education significantly influenced knowledge levels, with females and highly educated individuals demonstrating greater understanding. Dissatisfaction with body weight drives individuals to seek nutrition information. This investigation enhances our comprehension of the factors that affect knowledge of vegetable and fruit consumption among young adults in Portugal and France. Moreover, it highlights the importance of implementing focused educational programs to enhance nutrition literacy, particularly for less-aware demographic groups. Going forward, a more in-depth analysis of these factors could assist in creating more efficient strategies to encourage healthier dietary habits and improve nutrition literacy among these communities.

Thin privacy boundaries: proximity and accessibility of E-commerce privacy policy in young consumers of Indonesia

PurposePrivacy is a sensitive issue in business because it involves how a platform uses consumer personal data. In terms of consumer rights, personal information needs to be protected in the privacy policy (PP). This study describes several aspects of the PP that consumers need to pay attention to, especially points prone to misuse of personal information.Design/methodology/approachThis research used a taxonomy of consumer privacy concerns in e-commerce to reveal general and specific privacy concerns. The privacy calculus theory was also applied to explore consumer rationalization using (1) consumer knowledge about PP, (2) subjective perception, and (3) proximity to the PP features. Furthermore, the netnographic approach was used to combine the interrelation between technology and social construction. A sample of 378 young consumers in several major cities in Indonesia participated online and offline. Semi-structured interviews were also conducted to gain more in-depth comprehension.FindingsThe results showed that most young consumers have sufficient basic knowledge of the important points of PP. Furthermore, they tend not to read the PP because it is long and cumbersome, and therefore do not wish to expend much cognitive effort on it.Originality/valueThis study provides several results that can be utilized by policymakers or e-commerce companies to pay more attention to PPs for young groups. In addition, e-commerce companies can increase the knowledge of the privacy situation of Internet users in general.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-11-2022-0740

Purchasing sustainable palm oil products: narrowing the intention-behavior gap.

Experts on palm oil production and utilization emphasize the role of consumer purchasing power in dealing with the environmental and social impacts of the palm oil crisis -that by increasing the demand for sustainable palm oil (SPO), greater supply will follow. However, research has identified a persistent intention-behavior gap. Even knowledgeable consumers do not always follow through on their intentions to purchase SPO. Utilizing the Capability-Opportunity Motivation model of Behavior (COM-B), this article reviews important variables contributing to this intention-behavior gap. While knowledge about palm oil and SPO (capability), perceived product availability (opportunity), and pro-green consumption attitudes (motivation) are important predictors of SPO purchasing intentions, increasing these factors has been insufficient in narrowing the intention-behavior gap. Campaigns can increase knowledge about palm oil and SPO, as well as build motivation around making the 'sustainable' choice, but are inadequate in addressing barriers around opportunity (e.g., ease of access to SPO products). In expressing their intent to purchase SPO products, consumers may underestimate the difficulties in being able to identify these consumables (e.g., palm oil often is not clearly labeled, sustainability status may not be obvious), and locate them. In this review, we argue that while consumer behavior is important, it is insufficient to power industry-wide change toward the utilization of SPO. Greater corporate responsibility is needed to increase use of SPO in products, and make consumables containing SPO more available, identifiable, and affordable for consumers. We also suggest that national procurement policies for SPO are likely to produce longer-lasting change.

An interplay of the consumption values and green behavior in developed markets: A sustainable development viewpoint

AbstractGreen products result from innovations aimed at designing products that cause less environmental harm, but they often come at a higher cost or are perceived as less effective. Therefore, there is a need to highlight the consumption values that trigger green product purchases. In our study, we conceptualize the consumer values, including social, conditional, and knowledge value, and investigate their effect on the green product purchase behavior among consumers in two developed countries. Our main contribution is that aside from looking at the direct impact of consumption values on purchasing behavior, we examine the mediating role of contextual factors that may strengthen or weaken this relationship. We consider the mediators such as environmental and health concerns, functional value, and social pressures. We compare how the mechanism underlying the interaction between consumption and green choices differs in masculine (USA) and feminine (Finland) countries. Our findings underscore the importance of integrating social and knowledge values into marketing strategies to foster green product adoption. Businesses should leverage advertising themes that resonate with customers' desire for social belonging and self‐improvement.

Nutraceuticals and dietary supplements: balancing out the pros and cons.

While the market is full of different dietary supplements, in most countries, legislation is clear and strict towards these products, with severe limitations on their health claims. Overall, the claims cannot go beyond the consumption of a said supplement will contribute to a healthy diet. Thus, the supplement industry has been reacting and changing their approach to consumers. One change is the considerable growth of the nutraceutical market, which provides naturally produced products, with low processing and close to no claims on the label. The marketing of this industry shifts from claiming several benefits on the label (dietary supplements) to relying on the knowledge of consumers towards the benefits of minimally processed foods filled with natural products (nutraceuticals). This review focuses on the difference between these two products, their consumption patterns, forms of presentation, explaining what makes them different, their changes through time, and their most notable ingredients, basically balancing out their pros and cons.

Exploring the Relationship between Consumer Knowledge and Skepticism towards Pro-Environmental Advertising: An Empirical Investigation

This study investigates the potential impact of consumer knowledge on inclination toward skepticism about pro-environmental advertising. Using the Persuasion Knowledge Model (PKM), the research explores the intricate interplay between three facets of consumer knowledge: persuasion, agent and topic knowledge, and consumer skepticism of pro-environmental advertising. The study also examines whether individuals’ prior experience of pro-environmental advertising and eco-friendly products contribute to the development of the three dimensions of consumer knowledge. Researchers administered online surveys to a cohort of U.S. consumer panellists, and subsequently subjected the gathered data to structural equation modelling. The research found that consumers with a heightened acumen in persuasion, agent, and topic knowledge exhibit a notably diminished degree of skepticism toward pro-environmental advertising. Additionally, individuals’ antecedent interactions with pro-environmental products enhance the depth of all three dimensions, whereas prior exposure to pro-environmental advertising appears predominantly to bolster persuasion knowledge alone.

Awareness, Knowledge and Perception of Chat-GPT among Undergraduates of Nnamdi Azikiwe University, Awka, Anambra State, Nigeria

Today, students play dual roles as both knowledge consumers and key creators in the expanding field of artificial intelligence (AI). This study investigates the awareness, knowledge, and perception of Chat-GPT, an AI tool, among undergraduate students at Nnamdi Azikiwe University, Awka, Anambra State. The objectives are; to determine the level of awareness of Nnamdi Azikiwe University undergraduates the about Chat-GPT, establish the extent of usage of Chat-GPT among undergraduates of Nnamdi Azikiwe University, ascertain Nnamdi Azikiwe University undergraduates’ perception of the influence of Chat-GPT on their educational experience and find out the challenges in the usage of Chat-GPT for academics by undergraduates of Nnamdi Azikiwe University. Technology Acceptance Model (TAM) and Uses and Gratification Theory were used as theoretical framework. The research employed cross-sectional survey design with structured questionnaire as instrument of data collection. Sample size was determined at 370 using Krejcie & Morgan while multi-stage sampling procedure was adopted. Results analysis reveal a high level of awareness and knowledge with 92% of students demonstrating clear understanding of Chat-GPT’s functionalities, a widespread adoption and utilization of Chat-GPT for academic and research tasks. While students expressed positive perceptions of the potentials of Chat-GPT, they also pointed out challenges such as plagiarism and slowing of critical thinking skills. The study thus recommended among others that educational campaigns should be conducted to enhance awareness among students and educators about Chat-GPT, clear ethical guidelines should be developed and disseminated for the proper integration of AI tools in educational settings and that challenges related to plagiarism and others should be addressed through AI developers’ incorporation of open dialogues with students, educators, and the broader academic community.