CONSUMER PERCEPTIONS OF ORGANIC MEAT IN SELECTED REGIONS OF KAZAKHSTAN

Mira Begeyeva, Yerassyl Dulatbay, S. Yessengaliyeva

2026

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DOI 10.52578/3134-8572-2026-1-316-326
Data confidence 70 medium
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Abstract

Growing concerns about human health, environmental sustainability, and ethical livestock production have increased consumer interest in organic meat. However, consumer awareness, attitudes, and willingness to consume organic meat remain insufficiently studied at the regional level in Kazakhstan. The present study aimed to assess dietary habits, awareness, attitudes, and factors influencing consumers’ willingness to consume organic meat in the West Kazakhstan and Abai regions of the Republic of Kazakhstan. The study was conducted in 2026 using a sociological survey method. Data were collected through an online questionnaire administered via Google Forms. A total of 60 respondents participated in the survey, including 39 residents of the Abai region and 21 residents of the West Kazakhstan region. The sample was predominantly female (73.3%), with respondents aged 25 years or younger representing the largest age group (61.7%). Most participants had higher education (71.7%). Descriptive statistical methods were applied, and results were presented as absolute values and percentages. The results showed that meat occupies an important place in respondents’ diets: 60.0% reported daily meat consumption. Beef was the most commonly consumed meat (70.0%), followed by horse meat (20.0%), reflecting national dietary traditions. Awareness of organic meat varied among respondents: 40.0% demonstrated full awareness, 38.3% partial awareness, and 21.7% were unfamiliar with the concept. Attitudes toward organic meat were mainly positive or neutral. More than three-quarters of respondents expressed willingness to purchase organic meat if it were available. However, high prices, lack of information, and limited availability were identified as the main barriers to consumption. Only 16.7% were willing to pay a price premium exceeding 10%. The findings indicate potential for developing the organic meat market in Kazakhstan through improved consumer awareness, certification systems, and product availability.