Consumers' perceptions of meat safety and quality - a qualitative content analysis from Afghanistan

PurposeThis study analyses consumers' perception of meat quality and safety in Afghanistan at the pre-harvest, harvest and post-harvest stages.Design/methodology/approach Qualitative data were collected through seven focus group discussions with 52 participants in Kabul and Bamyan, Afghanistan, between September and December 2020. A qualitative content analysis was undertaken using the Total Food Quality Model and the MAXQDA software.Findings At the pre-harvest stage, both sedentary and nomadic ruminants' meat was perceived as high in quality and safety, with lower food safety hazards, unlike urban-raised ruminants' meat. At the harvest stage, supermarket meat was perceived as better in hygiene, but not in freshness. Additionally, there were doubts about the Halal-slaughtering of this meat. Conversely, butchery meat was perceived as fresh, natural and trustworthy, but unhygienic. At the post-harvest stage, the most important quality attributes before purchase were color, freshness, place-of-origin, safety and Halal-slaughtering, and after purchase were taste and tenderness. Lack of consumer trust was also noticed for the formal institution, i.e. supermarket meat.Research limitations/implications This study provides valuable new results from Afghanistan that could be transferred to other Islamic-developing countries given the similarities in their meat industry, i.e. availability of both formal and informal institutions, and the sensitivity of Muslim consumers to Halal-slaughtering. Nonetheless, the qualitative nature of the study design demands further research, employing, e.g. a quantitative approach. Future studies conducted in other countries with similar context could validate the results of this paper.Originality/value Knowledge on consumer behavior in Afghanistan is scarce. The present study is one among a few that provides empirical evidence on Afghan consumers. Additionally, it is the first study to compare consumers' perceptions of traditional butchery meat and supermarket meat.

Automated summary

This study explores the perception of meat quality and safety among consumers in Afghanistan at different stages of production. The findings reveal that meat from urban-raised ruminants is considered to have lower quality and safety compared to sedentary and nomadic ruminants. Supermarket meat is perceived to have better hygiene but doubts are raised about its Halal-slaughtering. Traditional butchery meat is seen as fresh and trustworthy but unhygienic. Before purchase, consumers prioritize color, freshness, place-of-origin, safety, and Halal-slaughtering, while taste and tenderness are important after purchase. Lack of consumer trust in supermarket meat is also observed.