Origin and dairy consumption in West Africa: A cross-cultural analysis of consumer behaviour

Abstract

The growing exports of European dairy products to West Africa is globally raising concerns with regard to its role in the retarded growth of the local milk sector in recipient nations. The impact of such imports on the local milk value chain and the competitiveness of local products have been extensively researched. However, the demand side, specifically consumer perceptions and preferences has been largely neglected. This study therefore focuses on identifying consumer perceptions, preferences, and attitudes in this context. Specifically, the study identifies factors influencing the choice of dairy products from local, domestic, and imported origins with data gathered from 312 and 532 households in Ghana and Senegal respectively. Focusing on yoghurt as the sole product coming from these three origins, we find a differing influence of consumer attitudes and perceptions on consumption frequencies. Although ethnocentric attitudes were exhibited, it did not limit purchases to local yoghurts, contrasting existing literature. Purchase decision as we find is largely influenced by product availability encouraging the consumption of domestic and imported products. Considering the crucial role of imported dairy products in ensuring a reliable access to affordable dairy products in developing countries, their imports are important.

Keywords:

• Dairy
• origin
• perceptions
• Ghana
• Senegal

Acknowledgments

This paper is an outcome of the project “Impact of meat and milk product exports on developing countries” (IMMPEX). The research was supported by funds provided by the German Federal Ministry of Food and Agriculture (BMEL) based on a decision of the Parliament of the Federal Republic of Germany via the Federal Office for Agriculture and Food (BLE) [Grant number: 28N1800017].

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

The work was supported by the Bundesministerium für Ernährung und Landwirtschaft [28N1800017].

Notes on contributors

Mavis Boimah

Mavis Boimah is a Researcher in the Institute of Market Analysis at the Johann Heinrich von Thünen Institute, Germany. Dr. Boimah holds a Ph.D. in Applied Agricultural Economics and Policy from the University of Ghana (2017), an MPhil in Agricultural Economics (2009) and a BSc. in Agriculture (2005). Her research interests include issues in agricultural sustainability, climate change, green economy, gender, agri-food trade, and consumer behaviour.

Daniela Weible

Daniela Weible is a Researcher in the Institute of Market Analysis at the Johann Heinrich von Thünen Institute, Germany. Dr. Weible holds a Ph.D. in Agricultural Economics from the University of Göttingen (2014), a MSc. in Food Economics from the University of Giessen (2009) and a BSc. in Ecotrophology also from University of Giessen (2007). Her research interests include global food security issues, sustainable diets, food environments, consumer and behaviour.