Urban consumers’ preferences for meat and the role of framing and priming in shaping demand for safer meat choices in Afghanistan

Purpose This study investigates consumers’ willingness to pay (WTP) for four types of lamb meat distinguished by their production systems (sedentary versus nomadic) and process and retail channels (traditional butchery versus supermarket) in Afghanistan and evaluates the effectiveness of written and visual framing as well as priming in shaping preferences in favour of safer meat choices. Design/methodology/approach A second-price experimental auction mechanism assesses WTP for four types of lamb meat. The impact of written framing, visual framing and psychological priming on WTP is examined using a within- and between-subject experimental design. Findings Sedentary meat is preferred over nomadic meat, especially among higher-income and better-educated consumers. Supermarket meat is significantly preferred over butchery meat. Written and visual information framing effectively influences bids in favour of safer meat choices, while psychological priming has no impact. Risk-taking individuals surprisingly place a higher value on the safest meat option. Research limitations/implications The findings have important implications for the modernization of the meat industry and corresponding regulatory bodies in Afghanistan and similar Islamic LMICs. They point to opportunities for new market entrants and agribusinesses, particularly in the supermarket sector. Further research could explore the generalizability of these findings to other contexts and meat types. Originality/value This study provides valuable insights into consumer preferences and WTP for different meat types in Afghanistan, a low-income country currently undergoing modernization in its meat industry. It also evaluates the effectiveness of various strategies for promoting safer meat choices in an Islamic LMIC context.