The journey from technological change to livelihood: effectual behaviour and farmers’ compliance with certification standards in Ghana’s cocoa sector

Abstract Third-party certification is on the rise in agrifood chains despite the obstacles farmers face in participating in—and compliance with—certification standards with rapidly evolving standards and risky markets. Yet certification schemes claim to enhance smallholder livelihoods, barriers and changing conditions notwithstanding. This study brings a new perspective on smallholder participation in certification schemes based on effectuation and capacity using the impact pathways approach. We develop the linkage between farmers’ effectual behaviour and their capacities, thereby emphasising their current practices and how external interventions can expand their opportunities for improved livelihoods. Results demonstrate that effectual behaviours, i.e. making decisions under uncertainty, and capacities are key drivers of the success of certification processes which enable smallholder farmers and cooperatives to remain in schemes, overcome uncertainties, and improve their livelihoods. This suggests that the impact of certification schemes on livelihoods matters, but that effectual behaviour influences smallholder participation and has more impact in a context of uncertainty. These findings call for the development and strengthening of capacities and effectual behaviours as the central focus of certification interventions by Fairtrade International, Rainfall Alliance, Ghana Cocoa Board, and the Forestry Commission in Ghana’s cocoa sector.