This study endeavors to elucidate the factors influencing protein preference and consumption patterns in the Ga South Municipality of Ghana. Understanding these determinants is pivotal for promoting environmentally sustainable and healthy dietary habits. Utilizing a random sampling approach, the study collected 150 meticulously structured questionnaires from a representative sample of municipality residents. It delved into the socio-cultural and economic factors shaping protein preferences and consumption behaviors, alongside investigating the impact of awareness, knowledge, and availability of protein sources on dietary choices. The findings unveiled that respondents partake of protein daily, albeit with variations in patterns based on sources: plant protein consumption occurred weekly, while animal protein was consumed daily. Moreover, respondents exhibited awareness of the nutritional benefits associated with protein consumption. While awareness for protein nutrition is high, the price remains a deterrent to accessing protein in Ga South Municipality. Calling on policymakers to support local food production and supply, invest in food literacy, and develop good transportation to reduce logistics bottlenecks that often create a massive difference between farm gate and market prices.