Perceptions and preconceptions about chicken and pork meat: A qualitative exploratory study of Argentine consumers in the metropolitan area of Buenos Aires

In the past, the Argentine livestock production system was based on the extensive breeding that used pastures. However, technological progress and the use of land for soybean production are leading to a strong intensification of beef production, with a negative impact on the environment. According to FAO data, Argentina has the third highest meat consumption in the world, half of which is beef. A change in diet is a long and difficult process. The first step in favor of the environment could be the replacement of beef with other types of meat that have a lower impact on the environment, such as chicken and pork. The purpose of this study is to understand the causes limiting the preference for these alternatives and to identify useful tools to encourage their consumption. The results show that the interviewed Argentine consumers in the Metropolitan Area of Buenos Aires have preconceptions about these two types of meat, such as the fact that hormones are still used in the chicken production system, that pork has higher cholesterol content than other meats, and that it carries diseases. These products are instead appreciated for their practicality of use, especially when purchased in portions, and they are not only tasty but also cheap.