Abstract:
Understanding consumer behaviour related to meat consumption and attitudes towards
the different meat types offers valuable insights for local producers and potential investors.
Therefore, this study aimed to explore meat consumption behaviour among consumers in
Western Province, Sri Lanka, and identify current patterns and attitudes towards different
meat types. A pre-tested structured questionnaire was used to collect socio-demographic
information, and meat consumption behaviour and attitudes towards the different meat
types from a stratified sample of 395 respondents across Colombo, Gamapaha and
Kaluthara during June to August 2024. The data were analyzed using descriptive and
selected non-parametric tests. The sample was predominantly female respondents
(67.8%), with the majority in the age group of 21-30 years (53.41%) and 46.45% living in
semi-urban areas. The majority of respondents (88.57%) preferred chicken, followed by
beef (5.82%), pork (5.06%) and mutton (3.54%), consuming it 2-3 times weekly and
purchasing 0.5 to 1 kg (51.39%) of fresh meat from meat shops (68.1%). Additionally,
83.04% consumed processed meat products, with sausages (63.41%) being popular due to
their ease of cooking (35.38%). A significant correlation (p<0.05) was found between the
type of meat consumed and gender, age, occupation, and religion. Meat consumption
frequency, amount purchased at one time, and market choice were also found to have
significant differences (p<0.05) across the demographics. While many perceive chicken
meat to contain antibiotics, harmful substances, and hormones, its affordability, versatility
and cultural significance often outweigh these concerns. Higher costs limit the
consumption of beef and mutton. The consumer preferences in the Western Province are
driven by affordability, cultural norms, and perceived safety. Chicken dominates the
market, while demand for other meats remains limited by cost. These patterns offer clear
opportunities for targeted investment, consumer education, and development of safer,
value-added meat products to better align with evolving consumer expectations.
