Unraveling the drivers of the adoption of improved fish smoking technology among small-scale fisheries: A case study of the Ahotor oven in Ghana

Abstract

Post-harvest losses and food safety concerns in the fish-processing sector have led to the development of improved fish-smoking technology (IFST) such as the Ahotor oven in Ghana. Nevertheless, traditional fish-smoking ovens remain widely used in coastal communities. However, previous research has primarily focused on the scientific aspects of this issue, leaving a gap in understanding user perceptions and intentions from a behavioural perspective. To address this gap, a behavioural theoretical model, based on the revised unified theory of acceptance and use of technology (UTAUT-2) adapted to the context of IFST was proposed in this study. This study aimed to unravel the driving factors influencing the behavioural intentions to use the Ahotor oven. A survey was applied to 357 women engaged in fish smoking activity from five coastal communities in the Western and Central regions of Ghana and aware of the Ahotor oven, and the theoretical model was subsequently tested using a partial least-squares structural equation model (PLS-SEM) analysis. Our findings revealed that social influence, effort expectancy, facilitation conditions, habits, hedonic motivation, and performance expectancy all had a direct impact on fishmongers' intention to use the Ahotor oven. Social influence was found to be the dominant factor, but negatively moderates the relationship between habit and behavioural intention to use the Ahotor oven. This means that social influence significantly dampens the established positive effect of habit on behavioural intention among fishmongers, leading to low adoption of the Ahotor oven. These results provide valuable insights for policymakers and stakeholders in the fisheries sector, enabling them to understand the behavioural factors that enablers and inhibitors influencing intention to use the Ahotor oven improved fishsmoking technology (IFST), and to take necessary actions to improve its adoption among fishmongers in coastal communities.