Consumer perception of the challenges facing livestock production and meat consumption

With the global meat market growing and intensive livestock farming systems increasing, the impacts of livestock are a growing concern among consumers, further influencing their meat consumption. Understanding consumer perceptions of livestock production is therefore a key issue. This study surveyed 16,803 respondents in France, Brazil, China, Cameroon and South Africa to investigate the different perceptions of the ethical and environmental impacts of livestock production among consumer segments in different countries based on their sociodemographic characteristics. On average, the current respondents in Brazil and China and/or who consume little meat, are female, not in the meat sector and/or more educated, are more likely to think that livestock meat production causes serious ethical and environmental problems; while those in China, France and Cameroon and/or who consume little meat and/or are women, younger, not in the meat sector, and/or more educated, are more likely to agree that reducing meat consumption could be a good solution to these problems. Additionally, an affordable price and sensory quality are the main drivers of food purchases for the current respondents. In conclusion, sociodemographic factors have significant effects on consumer perception of livestock meat production and meat consumption habits. Perceptions of the challenges facing livestock meat production differ between countries in different geographic regions based on social, economic, cultural contexts and dietary habits.