The outbreak of the highly pathogenic avian influenza (HPAI) in Nigeria in 2006 is a major threat to the poultry sub-sector of the economy and food security. The present investigation aimed at assessing the socio-economic variables affecting the consumption of chicken meat as a result of the outbreak of HPAI in Nasarawa State, Nigeria. Structured questionnaires were employed in eliciting information from a total of 102 randomly selected respondents. Primary data collected were subjected to both descriptive and Tobit regression analysis. The variables included in the fitted model were age, gender, educational level, income level and avian influenza awareness level of the consumers. From the Tobit estimation, level of education and level of avian influenza awareness negatively and significantly affected chicken meat consumption. These two factors equally impacted on the probability and intensity of chicken meat consumption in the study area. The present findings could be exploited by policy makers and poultry farmers in formulating appropriate marketing strategies geared towards reducing to the barest minimum economic losses due to the outbreaks of the dreaded disease.