Predicting Ghanaian farmers’ intention to sustain the supply of quality cocoa beans

Abstract

This article discusses the predictors of Ghanaian cocoa producers’ intention to continue adopting a recommended cocoa bean fermentation technology in the future. The analyses is carried out within the framework of the theory of planned behaviour. Three hundred and twenty-one cocoa producers were interviewed. Consistent with literature, attitudes, subjective norms and past behaviour were significant predictors of fermentation intentions. Positive attitude relate to beliefs about ease of use of technologies and existence of non-financial rewards. Negative attitudes relate to lack of direct financial rewards. Purchasing Clerks, Chief Farmers and society at large were found to be the salient social referents who shape producers’ fermentation intentions. Recommendations included improving implementation of current producer incentive regimes, promoting trust between producers and purchasing clerks and strengthening producer association to increase the sphere of influence of the Chief Farmers.