Who Wants Chicken? Uncovering Consumer Preferences for Produce of Alternative Chicken Product Methods

Abstract

As ethical and environmental concerns regarding current poultry production systems arise, consumers look for alternatives. This study assesses consumers’ preferences for chicken meat of dual-purpose breeds (DPBs), regionally produced feedstuff, and specific breeds, along with attitudes and social norms that explain these preferences. We conducted an online survey (n = 934) including a discrete choice experiment and elements of the theory of planned behavior. Results show that after price, product and feedstuff origin are preferred by consumers, followed by breeding form and specific breed. Utilities for each attribute and level were calculated and consumer segments were created using latent class analysis. Three different consumer groups were identified: (1) price-sensitive consumers, (2) price-sensitive and origin-oriented consumers, and (3) origin-oriented consumers. We conclude that although consumers are interested in meat from DPBs, this attribute alone is not enough to influence the purchase decision, and geographical origin seems to be of crucial importance. However, by highlighting important attributes (i.e., animal welfare, regional/local production), DPB products could be introduced to the market. The consumption of these alternative products has economic implications, such as not relying on imports and promoting local production/consumption, along with social implications as refraining from killing day-old chicks.

Incubation characteristics, growth performance, carcass characteristics and meat quality of Saxonian Chicken and German Langshan bantam breeds in a free‐range rearing system

“…Although feather pecking occurs to a lesser extent during rearing than during the laying period, the plumage condition during rearing is a crucial factor to ensure intact plumage during the laying period (Janczak & Riber, 2015). Since improved animal welfare seems to be necessary in the marketing of products using regional breeds (Escobedo del Bosque et al., 2021), plumage condition that is readily visible to consumers is of particular interest. In the present study, which showed generally good integument condition, plumage damage and skin lesions were most pronounced at days 35, 53 and 105 of age.…”

“…(Escobedo del Bosque et al, 2021), plumage condition that is readily visible to consumers is of particular interest. In the present study, which showed generally good integument condition, plumage damage and skin lesions were most pronounced at days 35, 53 and 105 of age.…”

Essential Oils in Broiler Chicken Production, Immunity and Meat Quality: Review of Thymus vulgaris, Origanum vulgare, and Rosmarinus officinalis

“…An important advantage of chicken meat compared to other types of meat is certainly the fact that it is accepted by all cultures and religions [7], while the relatively low price of chicken meat [35] compared to beef, lamb, and pork provides the opportunity to use this highly valuable food in everyday diets [36,37].…”

Consumers' Opinions and Expectations of an “Ideal Chicken Farm” and Their Willingness to Purchase a Whole Chicken From This Farm

“…Consumers buying decisions for chicken meat are impacted by several aspects, depending on the information available. Price is certainly among the most important attributes when making buying decisions for meat (Clark et al, 2017;Escobedo del Bosque et al, 2021) but animal welfare attributes are of importance, too. Increased willingness-to-pay for broiler chicken with higher welfare levels is generally given but is lower compared to other animal products such as dairy (Clark et al, 2017).…”

“…People with higher levels of animal welfare concerns have found to eat less animal products and to pay more attention to welfare labels when buying animal products (Clark et al, 2016). Feed and product origin also influence buying decisions in broiler chicken and are of higher importance compared to breeds (Escobedo del Bosque et al, 2021).…”