Integrating Consumer Perceptions into Sustainable Agricultural Practices: A Case of Commercial Broilers and Meat Quality in Kalutara District, Sri Lanka

Understanding consumer perception is essential for ensuring the sustainability and competitiveness of the poultry industry, especially in regions experiencing shifting economic and dietary patterns. This study was conducted to investigate the key factors influencing poultry meat purchasing decisions among consumers in the Kalutara District. This study employed a descriptive research design to explore consumer perceptions of poultry meat quality and incorporates factor analysis to identify underlying dimensions influencing consumer evaluations. Totally, 250 samples were selected among the customers across 14 Divisional Secretariats in Kaluthara District, Sri Lanka. Consumer purchasing patterns indicated that the majority acquire poultry weekly (46%) or monthly (51.6%), whereas daily purchases were infrequent. Consumers exhibited significant concerns over manufacture and expiration dates (100%), whereas over half (56%) emphasised the importance of brand reputation. The factor analysis revealed 12 dimensions of consumer perceptions, including overall quality perception, certification concerns, appearance and texture preferences, and price sensitivity. Five distinct consumer clusters were identified, ranging from those prioritising overall quality indices related to appearance and consistency to those highly concerned with quality certification standards. These segmentation points to the need for tailored marketing strategies to appeal to specific consumer preferences. Producers and retailers must focus on certifications, product consistency, and quality assurance, while also innovating in product presentation and sensory appeal to satisfy different consumer segments and maintain market competitiveness.