Fire protection, safety, and post-loss assessment of markets in Ghana

This research analyses fire protection, safety vulnerabilities, and post-loss assessment dynamics in Ghanaian Markets by integrating behavioural, structural, and institutional components within the protection motivation theory (PMT). A qualitative content analysis of online news media reports on market fire incidents (2021–2025) was conducted utilising thematic analysis combining deductive PMT constructs with inductive coding. The findings showed that market fire outbreaks are systemic phenomena driven by unsafe trader practices, structural congestion, infrastructure gaps, and institutional preparedness limitations. Preventive measures such as patrols, inspections, and equipment provision function as cues to action, whereas economic losses and weak insurance coverage intensify vulnerability. The study provides an understanding of market fire resilience by linking risk perception contexts, coping capacity, and governance credibility within informal commercial settings. This research offers insights for integrated fire safety governance and resilience policy reform from media-based qualitative evidence and extending PMT to market disaster contexts.