Consumer Perceptions, Preferences, and Attitudes Regarding Broiler Chicken Catching Methods

Pre-slaughter phases of broiler chickens can significantly compromise animal welfare, as conventional catching methods often raise ethical, physical, and moral concerns. Mechanized catching has been emerging as a viable alternative with potential to reduce these issues and improve animal treatment. This study aimed to assess the Brazilian population’s perception of broiler chicken welfare and identify factors influencing preferences for manual or mechanized catching methods, focusing on socioeconomic, demographic, and cultural aspects. A structured questionnaire was administered to a sample of 508 individuals. Variables examined included socioeconomic class, demographic profile, diet type, involvement in poultry farming, and willingness to pay more for products with certified animal welfare. Data were analyzed using Chi-square tests to assess associations between categorical variables. The findings revealed a strong preference for mechanized catching, which was perceived as more comfortable and less physically harmful to chickens. However, it was also associated with perceptions of increased fear and emotional distress. Concerns related to animal welfare and confidence in preserving bird health during and after catching were significantly affected by the place of residence, but not by diet. Although animal welfare is not a primary factor for most consumers at the time of purchase, many respondents (62%) expressed a willingness to pay more for products with certified animal welfare. Mechanized catching remains relatively unfamiliar to Brazilian consumers, but the study suggests that increasing awareness of its benefits could enhance understanding and support the development of public policies and communication strategies to promote better welfare practices in the poultry industry.

Keywords:
Pre-slaughter management; manual harvesting; mechanized harvesting; chicken meat