Between Tradition, Strategies and Taste: Understanding Fish Consumption Habits in Togo

Factors and motivations that drive individuals’ decisions on seafood consumption vary by population group and geographical locations. These factors may differ from one particular species to the other. The purpose of this study is to understand fish/shrimp consumption frequency and consumers’ willingness to pay (WTP) more for shrimp locally farmed in Togo. We used a Poisson model to investigate the socioeconomic factors determining fish/shrimp consumption frequency, and a Heckman Selection model to analyze the extent to which consumers are willing to pay extra for locally produced shrimp. To this end, data on fish consumption were collected through a cross-sectional study that analyzed a quantitative survey of consumers (N = 308). Our results show that the populations sampled attach great importance to the quality of fish they consume. The econometric results indicate that the quality of the fish is positively related to fish consumption frequency while the monthly income and proximity of the sea show negative relationships with the outcome variable. In addition, the factors that influence the WTP for shrimp were consuming shrimp and the amount for expenditure on fish/shrimp consumption. Moreover, consumers are willing to pay, on average, 1.2 U.S Dollars (USD) as an extra amount relative to the average price per kilogram, and the extent of their WTP is positively related to the quality of the fish. However, the age of the respondents shows a negative relationship with the value they are willing to pay. In order to fulfill consumers’ needs and preferences, these findings jointly suggest that exceptional steps by the government are needed to value fish/shrimp in a way that persuades and encourages consumers to consume seafood at any age. More importantly, promoting the consumption of fish and shrimp requires action to help improve their quality. Government should: (a) be communicating and raising awareness more among the population on the nutritional value and health benefits of fish/shrimp consumption; (b) support fish/shrimp production through cost reduction actions for the fishermen who in turn can supply fish/shrimp at reasonable prices that encourage fish and shrimp consumption; (c) take appropriate measures to develop a logistics system as an effort to support fish, especially shrimp, supply in a timely way that might help to keep their good appearance and freshness for the consumers’ benefit.