Analysis of the Effects of ASF Outbreaks on Meat Purchasing Behavior of Consumers in Calamba and Pila, Laguna, 2025

Date

6-2025

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Nora DM. Carambas

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

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Abstract

This study analyzed the effects of African swine fever (ASF) outbreaks on the meat purchasing behavior of consumers in Calamba and Pila, Laguna, representing urban and rural areas, respectively. The specific objectives were to: 1) characterize meat consumer respondents; 2) assess their knowledge and awareness of ASF; and 3) determine their purchasing behavior in terms of frequency of purchase, volume of purchase, and choice of market.

Primary data were collected from 96 households, 61 in Calamba and 35 in Pila, using a pre-tested questionnaire through face-to-face interviews. The respondents were selected via purposive sampling, targeting barangays with the highest population. The study employed descriptive statistics, the Wilcoxon signed-rank test, the Mann-Whitney U test, and regression analysis to examine behavioral changes and the influence of socio- economic factors.

Results showed that although all respondents were aware of ASF, misconceptions persisted, with 91 percent believing the disease could affect human health. ASF outbreaks significantly influenced meat consumption, particularly among rural consumers who completely avoided pork and substituted it with chicken, beef, fish, and vegetables. Urban consumers exhibited greater confidence and were more likely to continue pork consumption, with reduced frequency and volume. Chicken remained the most preferred meat type during ASF outbreaks across both groups.

Frequency of purchase, volume of purchase, and choice of market changed notably with ASF. Urban consumers favored supermarkets due to perceptions of better safety and quality, while rural consumers remained reliant on public markets (palengke). The Wilcoxon signed-rank test revealed significant changes in the purchasing frequency and volume of pork and beef, while chicken showed a significant increase in frequency, confirming its role as a substitute. The Mann-Whitney U test identified significant urban- rural differences in pork and beef consumption patterns. Socio-demographic and economic factors such as age, sex, educational attainment, employment status, household size, income, and ASF knowledge significantly influenced purchasing behavior, but varies in the type of meat being purchased. Regression results highlighted that price was the most consistent determinant of purchasing frequency and volume, especially under the with ASF scenario, emphasizing consumer sensitivity to price fluctuations. Market choice for all meat types was largely influenced by location, income, education, and employment status.

Based on the results, the study recommended the following: 1) enhance information dissemination and consumer awareness, 2) improve market transparency, and 3) improve sanitation standards in public markets

Language

English

LC Subject

African swine fever, Meat industry and trade, Selling—Meat, Consumer preferences, Purchasing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 S67

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Document Type

Thesis

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