NJOMACS

This research investigated the attitudes of market traders in Ilorin towards Kwara State Government radio campaign regarding waste management practices as well as the factors behind the attitudes. A survey method was adopted and data were collected via structured questionnaire from 400 traders who are working at five major markets in Ilorin metropolis. Findings reveal that the traders generally have a positive perception of the campaign, acknowledging its clarity, relevance, and practical usefulness, which in turn lead to positive attitudes towards proper waste disposal and participation in sanitation projects. Personal beliefs, peer influence, and source credibility were identified as strong motivators of these attitudes, being more powerful than structural constraints. Moreover, the regression results indicate that the perception of the campaign is a significant predictor of traders' attitudes even after controlling for age, gender, education, years in business, and market location. The research, thus recommends that the Kwara government sustain the radio campaign while enhancing its cultural and linguistic relevance, actively involving market leaders, and complementing communication efforts with improved waste infrastructure and consistent enforcement to ensure long-term and sustainable waste management practices.