Environmental conditions in many areas threaten to reverse the gains made in public health over the last decades. In Nigeria, environmental pollution in markets is an important challenge to public health as a result of urbanization. Although there have been several studies on market environment, however, this study of Sabo Market in lle-Ife becomes pertinent, given the epidemic of cholera in the market in 2010. Health belief model was adopted as framework, while survey design was employed. Systematic sampling technique was used to select 370 respondents. Questionnaire and key informant interview guide was used. The study showed that cholera/diarrhea (73.0%) was the common ailment i
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