Exploring the Factors Influencing the Intention to Adopt Cocoa Upcycling as an Additional Livelihood Activity between Innovative and Adaptive Cocoa Famers
| dc.contributor.author | Awuni, Thomas | en |
| dc.contributor.committeechair | Friedel, Curtis R. | en |
| dc.contributor.committeemember | Anderson, James C. | en |
| dc.contributor.committeemember | Asante, Isaac Kwasi | en |
| dc.contributor.committeemember | Kelinsky-Jones, Lia | en |
| dc.contributor.department | Agricultural, Leadership, and Community Education | en |
| dc.date.accessioned | 2026-06-09T08:07:13Z | en |
| dc.date.available | 2026-06-09T08:07:13Z | en |
| dc.date.issued | 2026-06-08 | en |
| dc.description.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. | en |
| dc.description.abstractgeneral | Cocoa farmers remain the lowest earners in the cocoa value chain, despite the national and international significance of cocoa and the enormous wealth of the global chocolate industry. A major contributor to this disparity is the underutilization of the cocoa fruit; 70 to 80 percent of its value is discarded as waste, leaving farmers to earn only 20 to 30 percent of the cocoa fruit's total value. Cocoa upcycling offers a promising solution by converting this waste into valuable products such as juices, wines, and dietary supplements, giving farmers an opportunity to earn additional income from materials previously discarded. Despite this potential, however, adoption remains low among cocoa farmers in Ghana. This study examined the factors influencing farmers' intentions to adopt cocoa upcycling among more innovative and more adaptive cocoa farmers. 10 cocoa farmers in Assin Akrofuom, Ghana, participated in a semi-structured interview, sharing their perceptions and experiences of the factors influencing their intentions to adopt upcycling. The results revealed that farmers who perceived clear benefits such as additional income, employment opportunities, transportation support, and agronomic training were more likely to consider adopting upcycling. Conversely, concerns about damage to bean quality, loss of beans during processing, and the demanding nature of the process discouraged participation. While both groups identified similar barriers and benefits, their approaches to the adoption decision differed. More adaptive farmers preferred a cautious, incremental approach, observing and learning before committing, whereas more innovative farmers engaged directly with the process and learned through experience. These findings offer practical guidance for current and future upcycling institutions, extension agents, and policymakers seeking to promote cocoa upcycling in Ghana. Addressing logistical challenges, rebuilding farmer trust, and tailoring outreach strategies to suit different farmer problem-solving styles are essential steps toward increasing adoption and sustaining upcycling initiatives within the cocoa sector. | en |
| dc.description.degree | Master of Science in Life Sciences | en |
| dc.format.medium | ETD | en |
| dc.identifier.other | vt_gsexam:47039 | en |
| dc.identifier.uri | https://hdl.handle.net/10919/143321 | en |
| dc.language.iso | en | en |
| dc.publisher | Virginia Tech | en |
| dc.rights | In Copyright | en |
| dc.rights.uri | http://rightsstatements.org/vocab/InC/1.0/ | en |
| dc.subject | Cocoa Upcycling | en |
| dc.subject | Cogitive style | en |
| dc.subject | Adaption-innovation | en |
| dc.subject | intentions | en |
| dc.title | Exploring the Factors Influencing the Intention to Adopt Cocoa Upcycling as an Additional Livelihood Activity between Innovative and Adaptive Cocoa Famers | en |
| dc.type | Thesis | en |
| thesis.degree.discipline | Agricultural and Extension Education | en |
| thesis.degree.grantor | Virginia Polytechnic Institute and State University | en |
| thesis.degree.level | masters | en |
| thesis.degree.name | Master of Science in Life Sciences | en |
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