Understanding Consumers’ Purchase Intention Towards Meat Produced Without Preventive Antibiotic Use

Antibiotics are widely used to prevent healthy animals from getting diseases in livestock industries. Such practice has greatly contributed to the increase in antibiotic-resistant pathogens in animals and in the environment, which poses severe health threats to humans. This study aims to investigate consumers' purchase intention towards meat produced without preventive antibiotic use, and to identify key factors influencing this purchase intention. An online survey of 1123 participants was conducted in China. Descriptive statistical analysis, correlation, and regression analysis were conducted. The results suggested that consumers had a negative attitude towards preventive antibiotic use in food animals and a strong purchase intention towards meat produced without it. The key drivers of this purchase intention included health consciousness, trust in responsible antibiotic use in farming, objective knowledge about antibiotics used in food animals, subjective knowledge about preventive antibiotic use, concerns over antibiotic residues, and attitude towards preventive antibiotic use. These findings can provide deep insights for policymakers and livestock industries who seek to promote responsible antibiotic use and develop effective communication strategies with consumers.