A Study of Consumer Attitudes towards Meat Consumption Patterns in Kerala

Abstract

    This study aimed to evaluate the consumption pattern of meat and meat products in major cities of Kerala. A total of 309 respondents, including 155 males and 154 females from Kerala, participated in this online survey through Google Forms. In this study, 76.4% of respondents were between the ages of 20 and 30 and 95.1% were above graduation level. The most preferred meat was chicken (55.3%), followed by beef (28.2%), chevon (10.7%) and pork (5.8%) and concerns regarding consumption of meat include mostly quality (71.8%) and food safety issues (56%). Meat alternatives were favoured by 20.7%. Factors affecting the consumption of processed meat include price (56.6%), fear of lifestyle diseases (35.9%), apprehensions about the side effects of red meat (12%) etc. However, 62.1% of respondents consumed meat weekly and homely meat dishes were preferred by 71.2% of the respondents. 85.1% of the respondents knew about meat-borne diseases, 11.7% suffered from diseases after eating meat and 19.4% were unsure. The present study provides an overview of consumer preferences and factors influencing meat consumption behaviour in major cities of Kerala. It points out the need for tailor-made solutions to address the felt needs of consumers in this state.