Market Demand and Consumer Preference Analysis for Goat Meat, Free-Range Chicken Products, and Fresh Vegetables in Ilocos Sur

Abstract

This study examined consumer demand and preferences for goat meat, free-range chicken, and fresh vegetables in Ilocos Sur, Philippines, within the context of food security, sustainable agriculture, and rural economic development. Guided by consumer behavior and market demand perspectives, the study employed a mixed-methods explanatory sequential design. Quantitative data were collected from 385 randomly selected household consumers using a structured and validated survey questionnaire, while qualitative data were obtained through in-depth interviews with farmers, vendors, and agricultural officers. Data were analyzed using descriptive statistics, Analysis of Variance (ANOVA), regression analysis, and thematic analysis. Findings revealed that fresh vegetables are staple commodities with consistent and frequent consumption, while free-range chicken is increasingly preferred due to perceived health benefits, taste, and ethical production, with consumers willing to pay a premium. Goat meat remains culturally significant but is consumed less frequently, mainly during special occasions. Key determinants of purchasing behavior include freshness, taste, health benefits, and trust in local sources, with income and education influencing willingness to pay. Challenges identified include inconsistent supply and quality, high production costs, lack of post-harvest facilities, market competition, and limited marketing knowledge. The study concludes that significant market opportunities exist for producers who align with consumer preferences and improve product quality and supply consistency. This study supports Sustainable Development Goals such as SDG 2 (Zero Hunger) and SDG 12 (Responsible Consumption and Production) by addressing food demand, nutrition, and sustainable agricultural practices. Its sustainability impact lies in promoting efficient local food systems, improving producer income opportunities, and supporting community-based agricultural development.