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.

摘要

该研究探索了丛林肉市场的消费者细分市场，并使用从加纳三个主要生态区的 400 名受访者获得的数据，检查了计划行为理论和人口特征对加纳丛林肉消费的影响，即高林区、过渡区和萨凡纳区。Cragg 的双障碍模型用于检验计划行为理论的结构对食用丛林肉的影响，并使用聚类分析来检验消费者细分市场。结果表明，与计划行为理论相关的各种因素影响丛林肉消费和消费量的不同。具体来说，怕染病和中毒，营养，味觉，个人的工作类型和丛林肉的供应对丛林肉的消费产生了积极影响。相比之下，宗教和价格对丛林肉消费产生了负面影响。虽然对疾病的恐惧对消费量产生负面影响，但作为丛林肉来源的野味和切条的营养价值对消费量产生积极影响。年龄对食用丛林肉的决定产生负面影响，而家庭规模对决定产生积极影响。