Snakes as food. Determinants of behavior intention to consume Gaboon viper (Bitis gabonica) in Ghana

Abstract

<title>Abstract</title> Human consumption of snakes is listed as one of the main threats to their conservation status. Consumer behavior change interventions are identified as the most effective means to conserve species threatened by human consumption. However, knowing which behavioral drivers of consumption intention to focus on is necessary to guide change interventions effectively. This study determined the factors influencing behavioral intentions to consume the Vulnerable (VU) snake species <italic>Bitis gabonica</italic> in Ghana. Data were collected from 296 households in the Avatime traditional area in October and November 2024 with in-person interviews using a structured questionnaire. Analysis was done using the partial least square structural equation modeling (PLS-SEM) technique in SmartPLS 3.2.8. The findings revealed that the paths between attitude perceived behavioral control, and social norm towards consumption intention of <italic>Bitis gabonica</italic> were positive and significant. Attitude was the most important predictor of <italic>Bitis gabonica</italic> consumption followed by perceived behavioral control, and subjective norm. The study recommends behavior change campaigns that emphasize changes in attitude toward human consumption of <italic>Bitis gabonica</italic> . Persuasive messages focused on changing beliefs and emotions towards snakes should be the aim of attitudinal change efforts.