Consumers’ Choice of Beef Brands and Intention to Switch in Northern Ghana
The Role of Theory of Planned Behavior
Main Article Content
Abstract
Product and consumer-related factors are key determinants of food choices and preferences globally. This study uses decomposed form of the original components of theory of planned behavior (TPB) to evaluate consumers’ intentions toward three beef brands in northern Ghana. Through multi-stage sampling, 560 beef consumers were selected and made to choose their favorite beef brands through choice experiment. A pre-tested questionnaire was used to collect cross-sectional data which were analyzed using descriptive statistics and partial least square structural equation modeling (PLS-SEM). NVivo was used as a supporting tool to generate text clouds from the qualitative data collected during focus group discussions. The results show that majority of the respondents prefer locally produced beef sold fresh at butcher shops. Results from focus group discussions revealed that consumers grade beef quality using attributes such as color, freshness, taste, production and sales environment. On intention to switch to enhanced (healthy) beef brands, majority (65%) of consumers of beef brand A, 87% of brand B and 91% of brand C had intention to switch. On factors influencing intention to switch, attitude had 22.5% influence at 3.213 (p<0.010) significance level. Subjective norm had 18.3% influence at 4.144 (p<0.001) significance level with perceived behavioral control having the highest influence of 38.3% at 6.207 (p<0.001) significance level.
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Copyright (c) 2026 Dr. Abeka Kwaku Mensah, Dr. Kwasi Ohene-Yankyera, Prof. S. C. Fialor (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Dr. Abeka Kwaku Mensah, Department of Agricultural Economics, Agribusiness and Extension Kwame Nkrumah University of Science and Technology (KNUST), Ghana.
Abeka Kwaku Mensah (PhD) holds Bachelor’s degree in Agriculture from the University of Cape Coast (UCC), Ghana. He has Master of Business Administration (MBA) in Strategic Management, Master of Philosophy (MPhil) and (PhD) in Agribusiness Management from Kwame Nkrumah University of Science and Technology (KNUST), Ghana. His research interests lie in livestock management, production and marketing of meats and dairy products, analysis of consumer behaviors toward meats and meat-related products, and meat value chain analysis. He has over 14 years of practical experience in training, research and consultancy at KNUST.
Dr. Kwasi Ohene-Yankyera, Department of Agricultural Economics, Agribusiness and Extension Kwame Nkrumah University of Science and Technology (KNUST), Ghana.
Kwasi Ohene-Yankyera (PhD) is a Senior lecturer at the Department of Agricultural Economics, Agribusiness and Extension of Kwame Nkrumah University of Science and Technology (KNUST). He holds PhD in Agricultural Economics from University of Reading, United Kingdom. Dr Ohene-Yankyera has over 25 years of experience in teaching and research with over 36 peer-reviewed publications. His research interests lie in project planning and management.
Prof. S. C. Fialor, Department of Agricultural Economics, Agribusiness and Extension Kwame Nkrumah University of Science and Technology (KNUST), Ghana.
Simon Cudjoe Fialor (PhD) is a Professor at the Department of Agricultural Economics, Agribusiness and Extension of Kwame Nkrumah University of Science and Technology (KNUST). He holds a PhD in Agricultural Economics from the University of Newcastle-upon-Tyne, United Kingdom. His research interests lie in marketing research, agricultural trade policies, international trade and export management. He has over 30 years teaching and research experience at both the undergraduate and postgraduate levels.
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