Enhancing broiler product consumption: the influence of consumer perceptions and information delivery—evidence from five Chinese provinces

Introduction Given the advantages of broiler products in quality, nutritional value, and environmental benefits, as well as their crucial role in China’s food security, this study focuses on strategies to enhance their consumption. A major constraint to consumption growth is the lack of consumer awareness. This study investigates how information delivery influences consumer perceptions, aiming to promote consumption growth and achieve sustainable development in the broiler industry. Methods A scenario experiment approach was used, recruiting 416 consumers across five provinces. Twelve messaging strategies were developed to evaluate their impact on consumer perceptions, considering both the source and type of information provided. Results The experiment revealed that both the credibility of the information source and the nature of the content significantly influenced consumer perceptions. Information from credible sources and positive content notably enhanced perceptions. Analytical information had a more substantial impact than conclusive information, while negative information adversely affected perceptions. Discussion The study recommends optimizing information dissemination strategies and using highly trusted platforms to deliver positive analytical information about broiler products. This approach aims to enhance consumer perceptions and stimulate consumption. The findings provide an empirical foundation for industry practitioners and policymakers to better understand consumer behavior and develop effective marketing and education strategies, supporting the sustainable development of the broiler industry and optimizing China’s meat consumption structure while ensuring food security.