Two-Part Modelling of Consumer Preferences for Native Chicken Meat: Sustainability Implications for Semi-Intensive and Intensive Production Systems

Abstract Indigenous and native chickens play a pivotal role in rural economies, providing both a source of supplementary income and a means of nutritional security through egg and meat production. Native chicken farming practices often involve backyard and free-range systems with minimal input. 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. Traditionally, backyards were used to raise native chickens, but semi-intensive and intensive farms have gained popularity in recent years because of the increasing demand for native chicken meat and related price increases. Government-backed projects in India also support raising native chickens to empower women and other marginalised communities. In this context, a structured online survey was conducted from April to May 2023 to study consumer preferences for native chicken meat in India and its impact on the sustainability of developing intensive production systems. The survey collected responses from 503 individuals who had confirmed their consumption of chicken meat. A two-part model, incorporating a logit regression for binary preference and an ordinary least square (log-normal OLS) regression for quantity purchased, was used to analyse the data. In addition, a factor analysis was conducted to identify the key components that shaped consumer attitudes, yielding nine unique rotated components. Gender, age, income, education, marital status, cohabitation, household size, presence of senior citizens or children within households, and consumption frequency were found to have significantly influenced consumer preferences for native chicken meat. Factors such as psychological well-being, affordability, knowledge, nutrition, food quality, fitness, purity (natural), and sustainability consistently exerted a negative influence on both the preference and quantity of native chicken meat purchased. Despite a significant preference for local chicken owing to its perceived sustainability, concerns regarding sustainability arose from pricing and accessibility for specific quantities. Addressing pricing inequalities and increasing availability in the required quantity are essential for improving sustainability in semi-intensive and intensive native chicken production. The key to maintaining the long-term sustainability of native chicken farming is to match consumer demands with ethically and environmentally responsible production methods.