Application Of the Health Belief Model To Examine Fruits And Vegetables Consumption And Cancer Risk Among Womfn In Cemetery Market Aba:- Oke, Betsy K

ABSTRACT ix This study investigated the application of the Health Belief Model about consumption of fruits and vegetables and cancer among women in cemetery market Aba. The study was guided by five specific objectives. The study was a cross- sectional study design. The sample for the study was 153 respondent (comprising women in cemetery market), a multistage sampling technique was adopted for this study while a well-structured and validated questionnaire was used for data collection. Results revealed moderate general knowledge about cancer-preventive properties of fruits and vegetables, with 88.2% correctly identifying cruciferous vegetables’ role but only 13.1% recognizing high-fiber fruits’ link to colon cancer prevention. HBM constructs showed high perceived severity (M = 1.99, SD = 0.81) and barriers (M = 1.98, SD = 0.14), particularly financial constraints (M = 3.38), but low perceived susceptibility (M - 1.75, SD = 0.43). Knowledge significantly correlated with perceived susceptibility (r = 0.310, p < 0.001) and benefits (r = 0.337, p < 0.001), while income negatively correlated with perceived benefits (r = -0.220, p = 0.006). Dietary patterns indicated frequent fried (75.2%) and processed food consumption (44.4% 1-2 times/wcck), with low awareness offried food (34.6%) and salt (13.1%) as cancer risk factors. Although 74.5% considered themselves physically active, 62.1% reported no weekly exercise. The study conclude that that knowledge positively influences perceived susceptibility and benefits, yet socioeconomic factors such as education and income had limited or inconsistent associations with health beliefs. The study therefore recommends that, targeted and sustained educational campaigns should be implemented within market communities to improve specific knowledge about cancer-preventive nutrients and the health risks associated with poor diets