Consumption pattern among indigenous groups is usually influenced by consumers' sociocultural and perceptual factors. This study employs the binary logit model to analyse the factors that influence the consumption of sunflower oil in Kumasi, Ghana. A cross-sectional approach was used to obtain data from 200 consumers who were selected using a multi-stage sampling method. The results showed that a majority (93%) of the respondents were aware of the availability of sunflower oil on the local market and a third (69.5%) had used it for cooking before. The respondents agreed with the perception statements that sunflower oil is healthy, expensive, reduces the risk of heart diseases and cancer and has better frying performance. The empirical results of the logit regression model showed that consumption of sunflower oil is influenced by household size, awareness of the product and perceptions on health benefits, price and frying performance of sun ower oil. The price of the oil was identified as the most important constraint to its use albeit it had no negative effect on its consumption. Investments in the production and promotional strategies on the use of sunflower oil should consider the significant variables that have influence on its consumption.

This study employs the logit model to assess the determinants of consumers’ willingness to consume cassava leaves as a leafy vegetable in the Kumasi Metropolis of Ghana. A multistage sampling technique was used to select 180 respondents for the study. The study found that majority (76%) of the respondents had no knowledge of the nutritional value of cassava leaves, though they had consumed the product before. The empirical results showed that socioeconomic characteristics of respondents such as age, sex, household size and monthly income, as well as their perceptions on the attributes and use of cassava leaves as food have significant influence on willingness to consume cassava leaves as a leafy vegetable. There is the need to provide information on the nutritional benefits of cassava leaves to facilitate decision-making on its utilisation/consumption. Programmes aimed at promoting the consumption of cassava leaves should consider the significant variables that have influence on the consumption of the product.