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<p>Although psychological factors are practically paramount in the choice between imported and local fish, few studies have examined this topic in Ghana. Existing studies on consumer preferences for imported and local food products in Ghana primarily focus on product categories other than fish. Therefore, this study expands on existing research about consumer preferences for domestic and imported fish by combining Social Identity Theory with education. A survey of 400 fish consumers was conducted in Ghana using a multistage sampling approach. Structural equation modelling was used to analyse the data. The results show that education does not uniformly increase consumption but instead reconfigures preferences across various fish types. Specifically, education is negatively associated with both ethnocentrism and xenocentrism, indicating a shift in identity orientation rather than a direct consumption effect. In contrast to prevailing beliefs and prior research, ethnocentrism and xenocentrism are present simultaneously within consumer markets, exerting selective and relatively weak impacts on consumption patterns, with these effects differing depending on the specific type of fish. The mediation analysis indicated that identity-based processes partially mediated some of the effects of education. These results suggest that simplistic domestic–foreign dichotomies may overlook important variation and indicate that fish consumption is shaped by the interplay of identity and socioeconomic variables at the product level.</p>

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Mediation effect of consumer ethnocentrism and xenocentrism on the relationship between education and preference for imported and domestic fish in Ghana

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年6月15日

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  • Richard Kwasi Bannor,
  • Helena Oppong-Kyeremeh

摘要

Although psychological factors are practically paramount in the choice between imported and local fish, few studies have examined this topic in Ghana. Existing studies on consumer preferences for imported and local food products in Ghana primarily focus on product categories other than fish. Therefore, this study expands on existing research about consumer preferences for domestic and imported fish by combining Social Identity Theory with education. A survey of 400 fish consumers was conducted in Ghana using a multistage sampling approach. Structural equation modelling was used to analyse the data. The results show that education does not uniformly increase consumption but instead reconfigures preferences across various fish types. Specifically, education is negatively associated with both ethnocentrism and xenocentrism, indicating a shift in identity orientation rather than a direct consumption effect. In contrast to prevailing beliefs and prior research, ethnocentrism and xenocentrism are present simultaneously within consumer markets, exerting selective and relatively weak impacts on consumption patterns, with these effects differing depending on the specific type of fish. The mediation analysis indicated that identity-based processes partially mediated some of the effects of education. These results suggest that simplistic domestic–foreign dichotomies may overlook important variation and indicate that fish consumption is shaped by the interplay of identity and socioeconomic variables at the product level.