Antibiotic-Free Poultry Meat Consumption and Its Determinants

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Food Science

Background:

• Global meat consumption is rising, increasing environmental and health concerns.
• Antibiotic-free (ABF) poultry meat presents a sustainable and healthier alternative.
• Understanding consumer patterns is crucial for developing the ABF meat market.

Purpose of the Study:

• Investigate factors influencing general poultry meat consumption.
• Identify determinants of antibiotic-free (ABF) poultry meat preference and consumption.
• Assess the affordability and market penetration of ABF poultry meat.

Main Methods:

• Survey data from 360 households in Mashhad, Iran (2021).
• Ordered logit model for poultry meat consumption determinants.
• Two-step Heckman model for ABF poultry meat consumption analysis.

Main Results:

• Key poultry consumption drivers: age, education, nutritional awareness, advertising, income.
• ABF poultry consumption influenced by nutritional awareness, education, income, advertising (positive), and price (negative).
• Only approximately 30% of households could afford ABF poultry meat, primarily due to cost.

Conclusions:

• Consumer awareness and targeted marketing are vital for ABF poultry meat.
• Addressing price barriers and economic factors is essential for market growth.
• Policy and industry efforts should focus on making ABF poultry meat more accessible and promoting sustainable consumption.