Food labelling and safety consciousness of consumers in Ghana: the case of tinned tomatoes

Richard Kwasi Bannor, Bismark Amfo and Helena Oppong-Kyeremeh

Journal of Agribusiness in Developing and Emerging Economies, 2022, vol. 14, issue 2, 332-349

Abstract: Purpose - With the empirical evidence on the purchase behaviour of tinned tomatoes, food labelling and the safety consciousness of consumers in Ghana were examined. Design/methodology/approach - Primary data were obtained from 130 consumers. Descriptive statistics, factor analysis and multinomial probit analysis were applied. Findings - Consumers use tinned tomatoes for cooking because of its easy accessibility in nearby shops, guaranteed constant supply, attractive package, it being affordable/cheaper, its better colour, advertisement/promotion, and longer shelf life. There is a low level of food safety consciousness among consumers since only one-fifth read labels on tinned tomatoes very often, and one-fifth do not read labels at all. Consumers frequently check on tinned tomatoes' most essential information: brand/type, manufacturing and expiry dates, and weight/volume. Age, residential status, contact information, nutritional benefits and affordability influence the choice of retail brand of tinned tomatoes. The health label consumer segment and conventional label consumer segment were identified, with the majority being the former. Research limitations/implications - The sample size used for the study could be improved in terms of number and geographical coverage. This is because the study was limited to only one main urbanised area in Ghana. Therefore, it will be worthwhile for a further study to be conducted by comparing urban and rural consumers in Ghana and other countries within Africa, to either validate or reveal a different trajectory of consumer behaviour relevant to marketing, policy and practice. Originality/value - Tomato paste (tinned tomatoes) is consumed in almost all homes in Africa, but there are food scare concerns about tinned tomatoes due to reported cases of adulteration with unhealthy materials such as starch and food colour, leading to negative health implications on consumers. This makes the reading of tinned tomato labels very crucial. Thus, it is of policy relevance to investigate consumers' reading behaviour of label information on tinned tomatoes in Ghana. However, previous studies on food labelling focussed on food and nutrition labelling and implications of food labelling on consumers' purchase behaviour, with most of them outside Africa.

Keywords: Food labelling; Food safety consciousness; Consumers; Purchase behaviour; Tinned tomatoes (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:jadeep:jadee-12-2021-0326

DOI: 10.1108/JADEE-12-2021-0326

Access Statistics for this article

Journal of Agribusiness in Developing and Emerging Economies is currently edited by Anthony N. Rezitis

More articles in Journal of Agribusiness in Developing and Emerging Economies from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().