Consumer’s Perspectives on Misinformation Links with the Consumption of Broiler Meat: A Case of Kandy District - Sri Lanka

The study described herein aimed to investigate the relationship between perceptions of hormone usage and customer preferences for broiler meat and meat products in Sri Lanka with special reference to Kandy district. A total of 460 respondents from Kandy district were interviewed using a pre-tested questionnaire. The analysis revealed that 85.9% of the respondents believes the fact that the hormones are used in broiler production. Also, 75.7% of the respondents were unaware about the fact that the hormones are totally banned from Sri Lankan broiler production. Around 71.4% believed that the hormones are still being used illegally in broiler production in Sri Lanka. The study also found that the general public (36.2%), was the main source that the respondents perceived this false information concerning hormone use. Similarly, 83.7% believes that these chemical substances create health hazards to human. 76.7% of the respondents strongly believed the fact that the adolescent girls who consume broiler meat regularly during their childhood may experience early puberty. The findings of the present study concluded that three misconceptions of (i) use of hormones to attain high growth rates in broilers (ii) hormones assumed to be present in broiler meat pose health hazards to public and (iii) frequent broiler meat consumption during childhood is accompanying with the early puberty in adolescent girls, do exists. Though the majority of the sample comprises of highly educated professionals, these misinformation were spreaded from the information generated among the general public. However stipulating a valid certification with no added hormone in broiler chicken meat will be helpful in changing the mind-set of general public.