Preferences for meat attributes and meat attachment attitudes among urban consumers in Afghanistan: A Best-Worst Scaling (BWS) approach

In Low- and Middle-Income Countries (LMICs), urbanization and rising income have increased meat demand, fostering competition between traditional butcheries and emerging suppliers such as supermarkets. To remain competitive in this evolving market, it is essential to understand consumer preferences for meat attributes. This study examines urban consumers preferences for lamb meat attributes in Afghanistan using a Best-Worst Scaling (BWS) approach. The study also evaluates the applicability of the Meat Attachment Questionnaire (MAQ) in an Islamic LMICs and investigates how meat attachment attitudes affect meat attribute preferences. Confirmatory factor analysis validated the MAQ in an Islamic LMIC context. Based on the results, food safety certification, freshness, and the halal label emerged as the most important attributes, reflecting cultural and religious influences. Results of the RPL model revealed that meat attribute preferences were relatively heterogenous across different consumer segments, indicating the need for tailored marketing and opportunities for product differentiation. Furthermore, our findings reveal that meat attachment attitudes shape preferences for ethical and quality attributes in meat, with entitlement and affinity linked to conditional acceptance. Overall, the findings may offer actionable insights for modernizing the meat industry and guiding marketing strategies and trade policies in Islamic LMICs.