Exploring the Factors Influencing the Intention to Adopt Cocoa Upcycling as an Additional Livelihood Activity between Innovative and Adaptive Cocoa Famers

Abstract

Cocoa upcycling presents an opportunity for cocoa farmers to earn additional income from the cocoa fruit by transforming traditionally discarded cocoa juice into valuable products. Despite its potential to diversify cocoa farmers' incomes, upcycling efforts in Assin Akrofuom have faced significant farmer non-participation, and no studies have examined the factors influencing farmers' intention to adopt cocoa upcycling as an additional livelihood activity. Using a phenomenography research design and the theory of planned behavior and adaption-innovation theory as theoretical frameworks, this study explored the factors influencing the intention to adopt cocoa upcycling among more adaptive and more innovative cocoa farmers in Assin Akrofuom, Assin South District, in Ghana. Data were collected from 10 purposively selected participants using semi-structured interviews and a demographic questionnaire. Data are analyzed using the thematic analysis approach by Braun and Clarke (2022). Five themes emerged from the analysis: perceived benefits of upcycling, operational constraints, perceived risk and past experience, workload demand, and approaches to adoption. Attitude toward the behavior and perceived behavioral control were identified as the primary determinants of adoption intention, while subjective norm did not emerge as a decisive factor. These findings were similar among adaptive and innovative participants except for approaches to adoption. Findings have practical implications for upcycling institutions, extension practitioners, and policymakers in designing targeted strategies that promote the sustainable adoption of cocoa upcycling and agricultural technologies in Ghana and beyond.