Consumer acceptance of bacteriophage technology for microbial control.

As global concerns and awareness of the threat posed by antimicrobial resistance (AMR) grow, the One Health initiative provides a framework to advance public understanding of and willingness to address AMR. The use of bacteriophages as a non-antibiotic means to control bacterial infections aligns with this framework, but it is unknown whether the use of new antibiotic alternatives, and bacteriophages in particular, will find acceptance among consumers. Within the context of poultry production and consumption, we sampled 1497 Pakistani consumers studying their knowledge of and familiarity with antibiotics, bacteriophages and AMR, whether they perceived AMR as a threat, and their willingness to accept alternative microbial control technologies. Additionally, we tested the impact information about bacteriophages had on the different concepts as well as respondents' perception of different chicken quality attributes. Using both Probit and Multivariate Probit models we found that familiarity with antibiotics and bacteriophages is significantly associated with the acceptance of alternative microbial control technologies and perceptions of resulting products. Moreover, we find that providing information about the technology does not significantly alter respondent's perception of most quality attributes.