Herders’ Knowledge, Attitudes, Norms, and Behavioral Intentions Toward Perceived Meat Quality in Mongolia

Abstract

The quality and safety of meat produced from pasture-based livestock systems are largely influenced by animal welfare and the herder’s methods of managing and caring for animals. In Mongolia, herders’ attitudes and behaviors significantly affect how livestock are raised-ensuring comfort, health, and productivity which directly impacts the quality of all livestock-derived products. This study investigates how personal attributes of herders including attitudes, perceived behavioral control, subjective norms, and moral norms influence their intention to produce high-quality meat. The behavioral intention is modelled as a mediating variable, while perceived meat quality is treated as the dependent variable. To analyze these relationships, we developed a structural equation model using the Partial Least Squares (PLS) method in SmartPLS. A structured questionnaire was administered to 429 multi-generational herders from Khuvsgul, Tuv, and Dundgobi provinces of Mongolia. The data were collected through direct surveys. The results confirm that the hypothesized factors significantly affect herders’ behavioral intentions, which in turn have a positive influence on perceived meat quality. Changes in attitudes and moral norms were found to enhance food safety, reduce foodborne illnesses, and support economic gains. Based on the findings, the study recommends the development of behavioral training programs for herders to improve livestock management practices and ultimately ensure safer and higher-quality meat production.