Gichuyia, Cianjo M, Mtimet, Nadhem, Fèvre, Eric M 
ORCID: 0000-0001-8931-4986, Thomas, Lian F, Gathura, Peter B, Onono, Joshua O and Akaichi, Faical
(2024)
Consumer preferences and willingness to pay for safe pork products in rural Kenya.
Meat science, 211.
109450-.
Abstract
Designing interventions to support the safe development of rapidly growing livestock value chains in sub-Saharan Africa requires a clear understanding of consumer demands. This study aimed to determine purchase patterns, consumers' preferences, and willingness to pay for safe pork attributes; specifically, the presence of a veterinary inspection stamp and the cleanliness of the butchery. A discrete choice experiment-based survey was used to investigate the purchasing behavior of 401 pork consumers: 253 buying raw pork for household consumption, and 148 buying cooked pork for out-of-home consumption. The study findings indicate that the average quantity of pork purchased by consumers was approximately 0.4 Kg per transaction, with the majority of consumers making several purchases per week. The average price per Kg of pork was KES 310 (Approx. 2.60 USD) at the time of the study. Data from the choice experiment showed that consumers were willing to pay a price premium of KES 245 (Approx. 2.1 USD) and KES 164 (Approx. 1.4 USD) per Kg for evidence of better veterinary meat inspection and higher butchery hygiene respectively; further, these were the two most important attributes they considered while making a pork purchase decision. These findings highlight the potential to leverage consumers' willingness to pay to improve the food safety within pork value chains in this context. Investing to increase consumer awareness on food safety issues should be considered to generate an effective market demand, especially in rural areas with relatively lower literacy levels.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Animals, Swine, Meat Products, Kenya, Consumer Behavior, Red Meat, Pork Meat |
| Divisions: | Faculty of Health and Life Sciences Faculty of Health and Life Sciences > Institute of Infection, Veterinary and Ecological Sciences |
| Depositing User: | Symplectic Admin |
| Date Deposited: | 19 Feb 2024 08:42 |
| Last Modified: | 01 Mar 2024 15:52 |
| DOI: | 10.1016/j.meatsci.2024.109450 |
| Open Access URL: | https://doi.org/10.1016/j.meatsci.2024.109450 |
| Related URLs: | |
| URI: | https://livrepository.liverpool.ac.uk/id/eprint/3178757 |
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