Household perceptions of healthy broiler meat and their impacts on purchasing practices in the Greater Jakarta Area, Indonesia

This study examines how household perceptions of healthy broiler meat influencepurchasing behavior in the greater Jakarta area. We surveyed 521 households using amultistage random sampling. data analysis employed Multiple indicators Multiple causesmodels and ordered probit regression. our key findings reveal that the majority ofhouseholds fall within the medium perception category of healthy broiler meat. Purchasingpractices align with perceptions, with households prioritizing healthier options when theyperceive them as such. Furthermore, higher-income households are more likely topurchase healthier broiler meat. The dominance of wives in broiler meat purchasedecisions suggests targeting women with educational initiatives that promote healthyfood choices. This study highlights the importance of understanding householdperceptions and purchasing practices toward healthy broiler meat, which can helpsupport the development of healthy food products