A consumer survey in Arkansas, Georgia, and Missouri was conducted to determine the drivers of goat meat demand and explore consumers’ willingness to buy goat meat on various festive occasions. Two logistic models were introduced to examine factors affecting current goat meat demand and willingness to pay more for the domestically produced goat meat. Results indicate that goat meat consumption in the South is driven by factors associated with younger age, being nonwhite, and having attained a bachelor’s degree. The study also revealed that willingness to buy goat meat on various festive occasions is highly influenced respondents’ willingness to pay more for domestically produced goat meat.
Agribusiness, Education, and Communication
Environmental Plant Science and Natural Resources
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festive occasions, goat meat consumption, logistic model, marketing strategies
Ibrahim, Mohammed, Nalini Pattanaik, Benjamin Onyango, Elizabeth Walker, Melissa Bledsoe, and Christine Sudbrock. "Factors Affecting Goat Meat Demand and Willingness to Pay a Premium Price for Domestically Produced Goat Meat in the Southern United States." Journal of Food Distribution Research 51, no. 856-2020-1679 (2020): 57-61.
Journal of Food Distribution Research