What drives the choice of poultry market channel and the change of purchase behavior due to highly pathogenic avian influenza outbreaks?

Abstract

In Indonesia, market channels play an important role in food security in poultry meats. This review explains Indonesian consumers' choice of market channels to purchase poultry, and consumer concern of food scares and food safety in their consumption due to highly pathology avian influenza (HPAI) outbreak. The survey was conducted for the traditional and the modern channels and involves a sample of 1096 respondents in the Greater Jakarta Area. The logistic regression analysis reports the model proved that the substantial findings in the choice for the modern poultry market channel are the price/quality relationship, the safety feature, and the level of consumer trust. Some variables explaining the change in purchase behavior due to HPAI outbreaks are similar to the results of the choice of market channel. This study shows that the developed assessment can be used by the government to make the poultry supply more safe.