Consumer Preferences for Native Chicken Meat in India: Implications for Sustainable Production and Household Dynamics

Abstract

Indigenous and native chickens play a pivotal role in rural economies, providing income and food security. India is one of the world's top producers of poultry, with a total chicken population of 851.8 million in 2019 and 37.2% representing native or indigenous breeds. In recent years, the rising demand for native chicken meat and government-backed projects in India have led to a shift from traditional backyard chicken raising to semi-intensive and intensive farms, empowering marginalized communities and women. Consumer preferences for native chicken meat in India was examined in this study, employing a two-part model with a logit model and log-normal OLS model to analyse responses from 503 consumers. Additionally, factor analysis revealed nine key factors influencing attitudes. Gender, age, income, education, marital status, cohabitation, household size, the presence of seniors or children, and consumption frequency significantly shaped preferences. Factors such as psychological well-being, affordability, knowledge, nutrition, food quality, fitness, purity, and sustainability had negative effects on preference and quantity purchased. The study reveals a strong consumer preference for native chicken meat, attributed to its organic nature, including traditional farming and sustainable production. To enhance sustainability of semi-intensive and intensive native chicken farming, it is imperative to address pricing disparities and ensure the consistent availability of native chicken meat. Achieving long-term sustainability in native chicken farming requires aligning consumer demand with ethical and environmentally sustainable farming practices.