Imported Versus Domestic Chicken Consumption in Ghana: Do Attitudes and Perceptions Matter?

Collins Asante-Addo, Daniela Weible

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)

Abstract

Growth in the worldwide consumption of poultry meat, especially in developing countries, has resulted in increasing trade, raising concerns and criticisms about imports. Such concerns and criticisms include the potential to collapse the domestic industry and lead to job losses. This paper, therefore, analyzes the role of personal factors in driving the frequency of chicken meat consumption in general and, in particular, domestic and imported chicken. Results from a survey of 500 urban consumers in Ghana show that attitudes and perceptions are key factors influencing chicken meat consumption. Specifically, concerns about food safety, price, and the lack of convenience reduce regular domestic chicken consumption, while perceived quality and ethnocentrism increase regular consumption. Regarding imported chicken, price, convenience, and availability influence frequent consumption. Promotional activities that highlight the quality aspects in terms of taste and freshness of domestic chicken meat can give domestic actors a competitive advantage.

Original languageEnglish
Pages (from-to)503-526
Number of pages24
JournalJournal of International Food and Agribusiness Marketing
Volume32
Issue number5
DOIs
Publication statusPublished - 2020
Externally publishedYes

Keywords

  • Attitudes
  • D12
  • Q13
  • chicken
  • consumption frequency
  • imported vs. domestic
  • ordered probit model
  • perceptions

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