Understanding the determinants influencing snake meat consumption intention in Ghana using the extended theory of planned behavior

Human consumption of snakes is listed as one of the main threats to their conservation status. Consumer behavior change interventions are identified as the most effective means to conserve species threatened by human consumption. However, knowing which behavioral drivers of consumption intention to focus on is necessary to guide change interventions effectively. This study determined the factors influencing behavioral intentions to consume the Vulnerable (VU) snake species Bitis gabonica in Ghana. Data were collected from 296 households in the Avatime traditional area in October and November 2024 using in-person interviews with a structured questionnaire. Analysis was done using the partial least squares structural equation modeling (PLS-SEM) technique in SmartPLS 3.2.8. The findings revealed that the paths between attitude, perceived behavioral control, and social norm towards consumption intention of Bitis gabonica were positive and significant. Attitude was the most important predictor of Bitis gabonica consumption, followed by perceived behavioral control and subjective norm. The study recommends behavior change campaigns that emphasize changes in attitude toward human consumption of Bitis gabonica. Persuasive messages aimed at changing beliefs and emotions towards snakes should be the primary focus of attitudinal change efforts.