Examining the Link between the Theory of Planned Behavior and Bushmeat Consumption in Ghana

ABSTRACT

The study explored consumer segments in the bushmeat market and examined the influence of the constructs of the Theory of Planned Behavior and demographic characteristics on the consumption of bushmeat in Ghana using data obtained from 400 respondents across the three main ecological zones of Ghana, namely, the High Forest Zone, the Transitional Zone and the Savannah Zone. The Cragg’s Double Hurdle model was used to examine the influence of the constructs of the Theory of Planned Behavior on bushmeat consumption, and cluster analysis was used to examine the consumer segments. The results revealed that various factors relating to the Theory of Planned Behavior influenced bushmeat consumption and the quantity consumed differently. Specifically, the fear of contracting diseases and poisoning, nutrition, taste, the type of job of an individual and the availability of bushmeat positively influenced the consumption of bushmeat. In contrast, religion and price influenced bushmeat consumption negatively. Whereas the fear of disease influences the quantity consumed negatively, the nutrition value of bushmeat and chop bar as the source ofbushmeat positively influenced the quantity consumed. Age negatively influenced the decision to consume bush meat, whereas household size influenced the decision positively.

KEYWORDS:

• Bushmeat
• consumption
• ecological zones
• theory of planned behavior
• consumer segment

Data availability statement

Data will be made available upon request from the corresponding author.

Notes

¹ Bushmeat in this study refers to the meat of non-domesticated mammals, amphibians, reptiles, birds, insects, among others that are hunted usually by the indigenes for either food or income. In this study, bushmeat and game meat are used interchangeably.

² In the study, the High Forest Zone is made up of the Deciduous forest, Wet Evergreen and Moist Evergreen whereas the Guinea, Sudan and Coastal Savanna encompasses the Savanna Zone.

³ Farm bush is a secondary or degraded forest where agriculture production is done.