The study analysed consumer willingness to pay for safety labels in Nigeria by a case study of potassium bromate
in bread” in Benin City, Edo State. It specifi cally investigates factors that promote willingness to pay for label
among consumers of bread in Benin City, Edo State. Data used for the study were obtained through a well-structured
questionnaire from 200 respondents. Both descriptive analytical methods and probit regression models were used for
the analysis. The study revealed that 73% of the respondents are in their active working age with 50 percent of the
respondent being male and female respectively. 67 percent of the respondents are married with 55 percent having an
average of 5 members per household. 99 percent of the respondents are educated i.e. they have the capability of being
able to read and write. Respondents purchased bread mainly from hawkers (60%) with about 60% of them being
aware of the presence of bromate in bread. 40% of the consumers used labeling as a way of identifying bromate free
bread. Other methods reported deal with differences in price of bread with same weight, aroma and taste. Result also
revealed that 60% of the respondents got to know about the negative effect of bromate from news (both print and
mass media). Econometric results show that variables like education, gender, income, prior knowledge of bromate
and perception held by respondents of negative implications of bromate signifi cantly infl uence the willingness to pay
for safety labels. Education, gender, income and prior knowledge of bromate positively infl uence the probability of
consumers’ decision to pay for safety label, while price of bread and confi dence and perception held by respondents of
negative implications of bromate on human health infl uence consumers willingness to pay more for safety labels. The
study, thus, suggests a defi ned market for bread purchases, community based awareness programme and extension of
National Agency for Food and Drug Administration (NAFDAC) role beyond media advertisement.