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

Cynthia I. Escobedo del Bosque, Achim Spiller and Antje Risius
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Cynthia I. Escobedo del Bosque: Department of Agricultural Economics and Rural Development, University of Goettingen, 37073 Goettingen, Germany
Antje Risius: Department of Agricultural Economics and Rural Development, University of Goettingen, 37073 Goettingen, Germany

Sustainability, 2021, vol. 13, issue 5, 1-21

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.

Keywords: Bresse Gauloise; choice experiment; dual-purpose breeds; faba beans; Kollbecksmoor; theory of planned behavior; Vorwerkhuhn; White Rock (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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