To Buy Or Not To Buy: Consumers’ Perception And Purchasing Behaviour On Local Meat In Segamat, Johor

\nMalaysia has experienced significant economic growth in recent decades, and this has accounted for an increase in meat consumption. In Malaysia, the low supply of local meat creates a shortage in the market, encouraging consumers to purchase imported meat. Factors such as regional growth differences, seasonality changes, food safety and quality, personal tastes and habits, product prices, and health concerns, influence the demand for meat. So, it is important to find out how people in Segamat, Johor, think about and buy local meat. A total of 100 questionnaires were distributed through an online platform as a pilot study resulting in 60 meat consumers participation. Results identified that the key drivers that influenced meat purchases were price of meat and consumers’ perception on food safety. Besides, consumer perception towards local meat is focusing on freshness of the meat (slaughtered on the day it is sold, not frozen) (91.67%), and the origin of the meat (not imported meat) (96.67%). The findings obtained will help in providing insightful information to local meat suppliers and the Johor State Department of Veterinary Services, about the concerns of local meat consumers in Segamat everytime they purchase the item.\n