Abstract:
Studying meat consumption behavior can provide insights into the local industry,
especially for producers and policymakers. Hence, the study aimed to investigate the
meat consumption behavior among consumers in Western Province, Sri Lanka, and
identify current patterns and attitudes towards meat consumption. A pre-tested
structured questionnaire was used to collect socio-demographic information,
and meat consumption behavior from a stratified sample of 395 respondents residing
in Colombo, Gamapaha and Kaluthara according to population size. The study
sample predominantly consists of female respondents (67.8%) with the majority in
the age group of 21-30 years (53.41%) and 46.45% living in semi-urban areas. The
majority of respondents (88.57%) preferred chicken followed by beef (5.82%), pork
(5.06%) and mutton (3.54%), consuming it 2-3 times weekly and purchasing 0.5 kg
to 1 kg (51.39%) of fresh meat from meat shops (68.1%). Additionally, 83.04%
consumed processed meat products, with sausages (63.41%) being popular due to
their easiness of cooking (35.38%). A significant correlation (p<0.05) was found
between the type of meat consumed and gender, age, occupation, and religion. Meat
consumption frequency, amount purchased at one time, and market choice were also
found to have significant differences (p<0.05) across the demographics. Nutrient
requirements, age, and children’s preferences were identified as priority determinants
(p<0.05) influencing meat and meat product preferences. People hold assorted
perceptions about consuming chicken, pork, beef, and mutton. While many perceive
chicken meat to contain antibiotics, harmful substances, and hormones, its
affordability, versatility and cultural significance often outweigh these concerns. In
contrast, beef and mutton consumption is limited by their higher cost. In conclusion,
consumer behavior regarding meat preferences was diverse, making meat
consumption a multifactorial practice with varied requirements. These insights can
guide marketing strategies and product offerings to better meet the diverse needs and
preferences of consumers.
