Identifying and Classifying Factors Influencing Consumers’ Purchase Intention toward Antibiotic-Free Poultry: Evidence from Mashhad, Iran (مقاله علمی وزارت علوم)

چکیده

Poultry production is one of the fastest-growing industries worldwide, and poultry meat has become a primary protein source for many populations. To maximize growth in the shortest possible time, producers often rely on disease-preventing antibiotics and growth promoters. However, numerous studies have detected antibiotic residues in poultry meat, raising concerns about their contribution to antibacterial resistance in human pathogens. Consequently, consumer demand for healthier products—particularly antibiotic-free poultry—is steadily increasing. Although this trend is advancing globally, it is still in its early stages in Iran. Accordingly, in order to move towards the development of the market for healthy products, the first essential step is to identify the factors that influence household consumption patterns. This study employs a combination of three decision-making tools, including Interpretive Structural Modeling (ISM), MICMAC analysis, and Fuzzy BestWorst Method (BWM), to evaluate factors influencing the purchase of antibiotic-free poultry in Mashhad, Iran, a key market where such products are available and consumer trends are emerging, in 2025. The process begins with the ISM method, which constructs a hierarchical model to illustrate the influence and interdependence of these factors. This step is crucial for understanding their collective impact on consumer purchase intention. Subsequently, the MICMAC analysis categorizes these factors based on their levels of influence and dependence, identifying the most critical elements that create a competitive advantage. Finally, the fuzzy Best–Worst Method (BWM) is applied to assign weights to these key factors. The results indicate that consumer awareness is the highest weight, followed by attitude and subjective norms. Identifying these key factors and their interrelationships provides actionable insights for decision-makers and stakeholders for strategic planning and prioritization. Based on these findings, it is recommended that policymakers and marketers focus on increasing consumer awareness, shaping positive attitudes, and leveraging subjective norms to encourage the purchase of antibiotic-free poultry. Targeted educational campaigns, informative labeling, and marketing strategies tailored to consumer preferences can help enhance adoption and support healthier consumption patterns.