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Drivers of consumer food choices of multinational corporations' products over local foods in Ghana : a maximum difference scaling study

Title data

Nyarko, Eric ; Bartelmeß, Tina:
Drivers of consumer food choices of multinational corporations' products over local foods in Ghana : a maximum difference scaling study.
In: Globalization and Health. Vol. 20 (2024) . - 22.
ISSN 1744-8603
DOI: https://doi.org/10.1186/s12992-024-01027-x

Abstract in another language

Introduction
The fundamental transformation of food systems and retail environments in low-income countries is influencing consumers' food choices and dietary habits in unfavourable directions through the consumption of highly processed, energy-dense foods, predominantly manufactured by multinational food corporations. This study aims to identify the principal factors driving consumers' preference for multinational foods over local foods in the urban Accra region of Ghana.
Method
This cross-sectional survey involving a random sample of 200 consumers conducted in March/April 2023 using interviewer-administered questionnaires employed a maximum difference scaling approach to investigate the drivers of urban Ghanaian consumer food choices for multinational food corporations' products over local foods. The maximum difference scaling modelling analysis utilized in this study identifies the primary drivers of multinational food corporations' product preferences and the associated trade-offs.
Result
The study discovered that food quality and safe packaging, perceived healthiness, taste and flavour, and nutritional value were the most significant factors driving consumer preference for multinational food corporations' products over local foods in Ghana. The criterion food quality and safe packaging had the significantly highest utility than all other attributes in terms of consumer preference for products/meals from multinational food corporations over local foods.
Conclusion
The results of this study provide significant contributions to the existing body of research, as previous studies have not identified these factors as primary drivers of multinational food products. Public health authorities and nutritionists can use the study's findings to implement targeted quality assurance measures in local markets and to address the drivers in health education campaigns.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Nutrition transition; Multinational food corporations; Supermarkets; Fast-food; Consumer preferences; Ghana
Institutions of the University: Faculties > Faculty of Life Sciences: Food, Nutrition and Health
Faculties > Faculty of Life Sciences: Food, Nutrition and Health > Juniorprofessur Ernährungssoziologie > Juniorprofessur Ernährungssoziologie - Juniorprof. Dr. Tina Bartelmeß
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 300 Social sciences, sociology and anthropology
Date Deposited: 29 May 2024 06:22
Last Modified: 29 May 2024 06:22
URI: https://eref.uni-bayreuth.de/id/eprint/89633