1Department of Nursing, Technical Institute of Suwaria, Middle Technical University, Baghdad, Iraq
2Department of Optometry, Medical Technical Institute Al-Mansor, Middle Technical University, Baghdad/Iraq
3Department of Crime Evidence, Institute of Medical Technology Al-Mansour, Middle Technical University, Baghdad, Iraq
*Corresponding Author: Manal Hadi Ghaffoori Kanaan, Department of Nursing, Technical Institute of Suwaria, Middle Technical University, Baghdad, Iraq, Email: dr.manalhadi@mtu.edu.iq
Online Published on 27 January, 2026.
Food safety is a subject of significant concern for consumers since it directly impacts their health. High demand for safe food makes people willing to pay more. This study sought to determine customers’ willingness to pay (WTP) for safe meat and meat products in Al-Suwaria city in Iraq’s Wasit governorate.
From October to February 2024, 315 customers participated in cross-sectional research. A questionnaire was used to collect data on their sociodemographic characteristics and safe meat perceptions. We used SAS to determine how different variables affected the research parameters.
The majority of customers favored certified fresh local veterinary-supervised red meat (31.75%). Monthly household income substantially impacts meat intake (p=0.0318). Consumers’ availability perception had a greater proportion of favorable perception of 66.66%, showing more attention about these features. There was a positive correlation between the WTP for safe meat and family income. This research advises meat producers, entrepreneurs and farmers to include quality control measures in their production and marketing plans to fulfill customer demand for safer meat.
Consumers’ perceptions, Meat consumption, Meat safety, Wasit province, WTP
