Behavioral Drivers of Cage Tilapia ( Oreochromis niloticus ) Producers and Consumers in Kenya’s Lake Victoria Region

Martin Ochieng Abwao (), Hillary Bett, Natalia Turcekova and Edith Gathungu
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Martin Ochieng Abwao: Department of Agricultural Economics and Agribusiness Management, Faculty of Agriculture, Egerton University, Njoro 20115, Kenya
Hillary Bett: Department of Agricultural Economics and Agribusiness Management, Faculty of Agriculture, Egerton University, Njoro 20115, Kenya
Natalia Turcekova: Institute of Economics and Management, Faculty of Economics and Management, Slovak University of Agriculture in Nitra, 949 01 Nitra, Slovakia
Edith Gathungu: Department of Agricultural Economics and Agribusiness Management, Faculty of Agriculture, Egerton University, Njoro 20115, Kenya

Sustainability, 2025, vol. 17, issue 12, 1-25

Abstract: The cage tilapia farming boom in Kenya’s Lake Victoria region underscores its role in food security and economic growth. Success depends on understanding producer and consumer behaviors within the value chain. Using the Theory of Planned Behavior (TPB), this study examines how attitudes (evaluations of farming/consumption), subjective norms (social pressures), perceived behavioral control (confidence in actions), environmental awareness, and moral obligation shape decisions. A survey of 66 producers and 169 consumers, analyzed via structural equation modeling (SEM), reveals key drivers. Producers are driven by positive attitudes toward profitability, technical feasibility, and sustainability, reinforced by community norms and resource access, promoting sustainable practices. Consumers prioritize health, affordability, and accessibility of cage-farmed tilapia, with environmental and ethical factors less influential. These findings highlight opportunities for targeted interventions to enhance production, boost demand, and ensure sustainable aquaculture.

Keywords: producer and consumer behaviors; cage tilapia farming; TPB; SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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