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

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