Knowing the consumer's needs and wishes and the factors of purchasing decisions are two main conditions in ensuring the competitiveness of meat processing companies. Procurement choices and food consumption processes are complex, as are factors that affect consumer behavior in relation to food. Increased interest in the production process is highlighted among the more noticeable changes in consumer behavior in food choices. In the field of animal food production, consumers expect higher animal welfare standards, which is one of the most important factors in the choice of procurement. The study examined the effect of rearing technology on perceived quality and the sensory evaluation of chicken meat among Slovenian consumers. As part of the research, we also conducted a survey in the field of consumer and shopping habits and chicken meat selection factors with an emphasis on knowledge and attitude towards chicken rearing technology. The difference in rearing technology among the various producers of poultry meat is significant, says more than half of the respondents, who, in their opinion, should have the greatest impact on animal health and the taste of poultry meat. We find that the sensory characteristics of chicken breasts significantly influence the appreciation of the taste, as the taste and appearance of the product is important in addition to information.
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