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.