Consumer misconceptions and socioeconomic determinants of broiler meat consumption in Bangladesh.

Objectives: The poultry industry makes a significant contribution to food security, employment generation, and affordable protein supply in Bangladesh. This study aims to investigate consumer misconceptions about broiler meat and to identify the socioeconomic factors influencing consumer preferences. Materials and Methods: Survey data were collected from 369 consumers across rural, semi-urban, and urban areas. Respondents represented diverse occupational groups, including farmers, students, businessmen, and service holders. Descriptive statistics and econometric analyses (Ordinary Least Squares method) were applied. Misconceptions were measured using a five-point Likert scale, ranked through index values. Results: Consumers exhibited strong concerns about hygiene at processing points and associated broiler meat with unsafe chemicals, growth hormones (4.2), heavy metals (4.1), and lower nutrition compared to Deshi meat (4.06). Respondents even perceived that broiler meat might cause cancer. Ordinary Least Squares (OLS) estimation shows that residence, education, occupation, and income significantly influenced broiler meat consumption. Urban residence and higher education were positively associated with consumption, whereas higher income and professional occupations showed a negative relationship. Conclusions: The study provides new evidence on how perceptions and socioeconomic factors interact to shape broiler meat consumption in Bangladesh, offering insights for nutritional policy remodeling and poultry sector sustainability. It also highlights the importance of addressing consumer misconceptions and strengthening food safety communication to sustain broiler meat consumption all over Bangladesh.