How consumers’ motivations and perceptions shape consumption of domestic products in COVID-19 era: A case of poultry meat in Ghana

Abstract

This study analyzes consumers’ motivations, perceptions, and effects of COVID-19 on the consumption of local chicken in Ghana. A cross-sectional survey was conducted to collect data from 400 local poultry consumers. In addition to descriptive analysis, an ordered regression model was used to analyse the effect of COVID-19 on the consumption of local chickens. The results show that consumers consider nutritional and health values, safety, taste, and freshness as the most important motivating factors for the purchase of local chicken. More than one-third of the respondents reduced poultry meat consumption owing to the COVID-19 pandemic. In addition, other factors, such as age, income, market channels, efforts to find local chicken, and support for the local economy, significantly influenced the frequency of consumption. Based on these findings, marketing strategies should focus on the nutritional and health value, safety, taste and freshness associated with the local chicken and support for the local economy. Making chickens available in cold stores and supermarkets increases their consumption.