This article investigated the consumption of gadagi (alysicarpus ovalifloius) in Kano, Nigeria. Appealing to many, especially of gullible youths, its emergence and popularization were traced. Due to its popularization, individuals within the neighborhoods become prone to gadagi and vulnerable to some masked risks and deviant acts. Using anomie, availability-proneness and differential association theories, the widespread use of gadagi was contextualized. The possible connections between its emergence/popularization and its derivable benefits, availability and easy access, the rapid flow of information about it and its attractive force to consumers (mostly youths in labor-intensive or physically-challenging jobs) were also explored. Simple random and stratified sampling techniques were used to select participants for the study. Five hundred (500) questionnaires were administered, and twenty (20) key informants were interviewed. Phytochemical analysis of gadagi was also conducted. The results show widespread consumption among single and the married persons aged 15 to 30 years. The preliminary phytochemical screening reveals the presence of stimulating chemicals in gadagi capable of igniting pleasure-seeking behavior that can lead to the risk of addiction. Likewise, the emergence of its consumption and popularization is also related to the community acceptance gadagi has, and the fact that the chief driving group of its consumers – commercial motorcyclists – is mobile implying that they are always on the move transporting passengers. It’s availability in numerous locations and unsanctioned production and sale has also made its use attractive.
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