Consumer Knowledge, Attitudes, and Practices towards meat adulteration in Kilosa, Tanzania

Meat adulteration refers to the intentional or unintentional substitution, mislabeling, or contamination of meat products with lower-quality or undeclared animal species, additives, or non-meat substances. This practice can lead to serious consequences, including food safety risks, economic fraud, loss of consumer trust, and potential health hazards such as allergic reactions or exposure to harmful contaminants. The fight against meat adulteration in most developing countries is still hindered by a lack of consumer awareness of the concepts of meat adulteration and a clear description that constitutes a legal case of this fraudulent act. Limited studies on consumer awareness, perception and buying practices regarding meat adulteration in Tanzania made this study particularly interesting. From December 2023 to March 2024, a survey of 384 individuals in Kilosa District revealed that 95.1% of consumers had a low knowledge of meat adulteration (mean score: 4.8 ± 1.4). Multiple linear regression analysis revealed five significant predictors of consumers’ knowledge: age (31–45 years), education level (tertiary), occupation (butcher and business), employment status, and residency time (1–10 years). Notably, 65.4% were unaware of legislation addressing meat adulteration in Tanzania, and 87.7% linked the upsurge of adulteration practices to economic incentives. Additionally, consumer meat purchasing decisions were primarily influenced by price (86.2%) and appearance (52.9%) of the meat. This study highlights a critical lack of knowledge and practices of identifying adulterated meat in most of the consumers in Kilosa district. Therefore, the urgent need for targeted consumer education and stricter regulatory enforcement to combat meat adulteration in Tanzania is suggested.