Consumer’s Perspectives on Misinformation Links with the Consumption of Broiler Meat: A Case of Kandy District - Sri Lanka
Keywords:Broiler meat, chickens, hormones, misinformation, purchasing behaviour
The study described herein aimed to investigate the relationship between perceptions of hormone usage and customer preferences for broiler meat and meat products in Sri Lanka with special reference to Kandy district. A total of 460 respondents from Kandy district were interviewed using a pre-tested questionnaire. The analysis revealed that 85.9% of the respondents believes the fact that the hormones are used in broiler production. Also, 75.7% of the respondents were unaware about the fact that the hormones are totally banned from Sri Lankan broiler production. Around 71.4% believed that the hormones are still being used illegally in broiler production in Sri Lanka. The study also found that the general public (36.2%), was the main source that the respondents perceived this false information concerning hormone use. Similarly, 83.7% believes that these chemical substances create health hazards to human. 76.7% of the respondents strongly believed the fact that the adolescent girls who consume broiler meat regularly during their childhood may experience early puberty. The findings of the present study concluded that three misconceptions of (i) use of hormones to attain high growth rates in broilers (ii) hormones assumed to be present in broiler meat pose health hazards to public and (iii) frequent broiler meat consumption during childhood is accompanying with the early puberty in adolescent girls, do exists. Though the majority of the sample comprises of highly educated professionals, these misinformation were spreaded from the information generated among the general public. However stipulating a valid certification with no added hormone in broiler chicken meat will be helpful in changing the mind-set of general public.
Alahakoon A, Jo C, Jayasena D. 2016. An overview of meat industry in Sri Lanka: A comprehensive review. Korean Journal for Food Science of Animal Resources, 36: 137–144. doi: 10.5851/kosfa.2016.36.2.137
Ayvazoğlu Demir P, Aydın E. 2018. The effects of negative news on hormone and antibiotic use on consumers’ broiler consumption habits (Kars province sample). Mehmet Akif Ersoy Üniversitesi Veteriner Fakültesi Dergisi, 3: 55–63. doi: https://doi.org/10.24880/maeuvfd.407906
Cardinal K, Kipper M, Andretta I, Ribeiro A. 2019. Withdrawal of antibiotic growth promoters from broiler diets: performance indexes and economic impact. Poultry Science, 98: 6659–6667. doi: http://dx.doi.org/10.3382/ps/pez536
Caro D, Davis S, Bastianoni S, Caldeira K. 2017. Greenhouse Gas Emissions due to Meat Production in the Last Fifty Years. In: Ahmed M, Stockle C (editors). Quantification of Climate Variability, Adaptation and Mitigation for Agricultural Sustainability. Springer. pp. 27–37. ISBN 978-3-319-32057-1 (Print) 978-3-319-32059-5 (Online).
Census and Statistics 2019, Agriculture and Environment Statistics Division, Department of Census and Statistics, Sri Lanka. Available from: http://www.statistics.gov.lk/ [Accessed 14 May 2022]
Clark B, Stewart G, Panzone I, Kyriazakis I, Frewer I. 2017. Citizens, consumers and farm animal welfare: a meta-analysis of willingness-to-pay studies. Food Policy, 68: 112–127. doi: https://doi.org/10.1016/j.foodpol.2017.01.006
De Silva P, Atapattu M, Sandika A. 2010. A study of the socio-cultural parameters associated with meat purchasing and consumption pattern: a case of Southern province, Sri Lanka. Journal of Agricultural Sciences - Sri Lanka, 5: 71–79. doi: http://doi.org/10.4038/jas.v5i2.2786
Del Bosque C, Spiller A, Risius A. 2021. Who wants chicken? Uncovering consumer preferences for produce of alternative chicken product methods. Sustainability, 13: 2440. doi: https://doi.org/10.3390/su13052440
Delener N. 1994. Religious contrasts in consumer decision behaviour patterns: their dimensions and marketing implications. European Journal of Marketing, 28: 36–53. doi: https://doi.org/10.1108/03090569410062023
Durmuş I, Mızrak C, Kamanlı S, Demirtaş E, Kalebaşı S, Karademir E, Doğu M. 2012. Poultry meat consumption and consumer trends in Turkey. Bitlis Eren University Journal of Science and Technology, 2: 10–14.
Esquivel-hernandez Y, Ahumada-cota R, Attene-ramos M, Alvarado C, Castañeda-serrano P, Nava G. 2016. Making things clear: science-based reasons that chickens are not fed growth hormones. Trends in Food Science and Technology, 51: 106–110. doi: https://doi.org/10.1016/j.tifs.2016.01.013
FAO, 2022. Meat and meat products. Animal production and health division, Food and Agriculture Organization. Available from: https://www.fao.org/ag/againfo/themes/en/ meat/home.html [Accessed 14 May 2022]
Fiala N. 2008. Meeting the demand: an estimation of potential future greenhouse gas emissions from meat production. Ecological Economics, 67: 412–419. doi: https://doi.org/ 10.1016/j.ecolecon.2007.12.021
FDA, 2016. Reminds retail establishments of upcoming changes to the use of antibiotics in food animals. Food and Drug Administration. Available from: https://www.aasv.org/news /story.php?id=9060 [Accessed 15 May 2022]
Gandhi R, Snedeker S. 2000. Consumer concerns about hormones in food, Cornell University Program on Breast Cancer and Environmental Risk Factors in New York State (BCERF), fact sheet no. 37. Cornell Cooperative Extension. Available from: https://ecommons.cornell.edu/handle/1813/14514 [Accessed 29 November 2022].
Gaskins H, Collier C, Anderson D. 2006. Antibiotics as growth promotants: mode of action. Animal Biotechnology, 13: 29–42. doi: https://doi.org/10.1081/abio-120005768
Government Gazette (2003, June 06), online edition of Daily News, the associated newspapers of Ceylon Ltd., Sri Lanka. Available from: http://archives.dailynews.lk/2001/pix/gov_ gazette2003.html [Accessed 15 May 2022]
Haque M, Sarker S, Islam M, Islam M, Karim R, Enamul M, Kayesh H, Shiddiky M, Sawkat Anwer M. 2020. Sustainable antibiotic-free broiler meat production: current trends, challenges, and possibilities in a developing country perspective. Biology, 9: 411. DOI: https://doi.org/ 10.3390/biology9110411
Hayes D, Shogren J, Shin S, Kliebenstein J. 1995. Valuing food safety in experimental auction markets. American Journal of Agricultural Economics, 77: 40–53. doi: https://doi.org/ 10.2307/1243887
He S, Fletcher S, Rimal A. 2003. Identifying factors influencing beef, poultry, and seafood consumption. Journal of Food Distribution Research, 34: 50–55. doi: 10.22004/ag.econ 27929
Hirpessa B, Ulusoy B, Hecer C. 2020. Hormones and hormonal anabolics: residues in animal source food, potential public health impacts, and methods of analysis. Journal of Food Quality, 2020: 1-12. doi: https://doi.org/10.1155 /2020/ 5065386
Jaturasitha S, Chaiwang N, Kreuzer M. 2017. Thai native chicken meat: an option to meet the demands for specific meat quality by certain groups of consumers; A review. Animal Production Science, 57: 1582–1587. doi: https://doi.org/ 10.1071/an15646
Liaukonyte J, Streletskaya N, Kaiser H, Rickard B. 2013. Consumer response to “contains” and “free of” labeling: evidence from lab experiments. Applied Economics Perspectives and Policy, 35: 476–507. doi: https://doi.org/10.1093/aepp/ppt015
Livestock Statistical Bulletin, 2020. Department of Animal Production and Health, Peradeniya, Sri Lanka. Available from: http://www.daph.gov.lk/web/index.php?option=com _content&view=article&id=146&Itemid=250&lang=en [Accessed 04 January 2022]
Lusk J, Schroeder T, Tonsor G. 2014. Distinguishing beliefs from preferences in food choice. European Review of Agricultural Economics, 41: 627–655. doi: https://doi.org/10.1093 /erae/jbt035
Maurer A. 2003. Poultry: Chicken. In. Trugo L, Finglas PM (editors). Encyclopedia of Food Sciences and Nutrition. Academic Press, Elsevier Science Ltd., the Netherlands. pp. 4680–4686. ISBN: 978-0-12-227055-0 (Print).
Najeeb A, Mandal P, Pal U. 2014. Efficacy of fruits (red grapes, gooseberry and tomato) powder as natural preservatives in restructured chicken slices. International Food Research Journal, 21: 2431–2436.
Ozturk E. 2017. Performance of broilers fed with different levels of sunflower meal supplemented with or without enzymes. Indian Journal of Animal Research, 51: 495–500. doi: https://doi.org/10.18805/ijar.v0i0f.3799
Ozturk E, Ocak N, Turan A, Erener G, Altop A, Cankaya S. 2012. Performance, carcass, gastrointestinal tract and meat quality traits, and selected blood parameters of broilers fed diets supplemented with humic substances. Journal of the Science of Food and Agriculture, 92: 59–65. doi: https://doi.org/10.1002/jsfa.4541
Pettinger C, Holdsworth M, Gerber M. 2004. Psycho-social influences on food choice in southern France and central England. Appetite, 42: 307–316. doi: https://doi.org/ 10.1016/j.appet.2004.01.004
Pouta E, Heikkilä J, Forsman-Hugg S, Isoniemi M, Mäkelä J. 2010. Consumer choice of broiler meat: the effects of country of origin and production methods. Food Quality and Preference, 21: 539–546. doi: https://doi.org/10.1016/ j.foodqual.2010.02.004
Prabakaran R. 2003. Good practices in planning and management of integrated commercial poultry production in South Asia. Food and Agriculture Organization of the United Nations, Rome. Available from: https://www.fao.org/3/y4991e/y4991e.pdf [Accessed 15 May 2022.
Putnam J, Gerrior S. 1997. Americans consuming more grains and vegetables, less saturated fat. Food Review/ National Food Review, 20: 2–12. doi: http://dx.doi.org/ 10.22004/ag.econ.234487
Tollefson L, Miller MA. 2000. Antibiotic use in food animals: controlling the human health impact. Journal of AOAC international, 83: 245–254. doi: https://doi.org/10.1093/ jaoac/83.2.245
Yang R, Raper KC, Lusk JL. 2020. Impact of hormone use perceptions on consumer meat preferences. Journal of Agricultural and Resource Economics, 45: 107–123. doi: https://doi.org/10.22004/ag.econ.298437
USFDA, 2015. Steroid hormone implants used for growth in
food-producing animals. United States Food and Drug Administration, Washington, DC: U.S. Available from: http://www.fda.gov/animal-veterinary/productsafety-information/steroid-hormone-implants-used-growth-food-producing-animals [Accessed 15 May 2022]
How to Cite
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.