Growth in U.S. ethnic populations and a desire for healthy diets are driving demand for goat meat. Inventory of meat goats in Georgia has increased in recent years. A consumer survey was conducted in Georgia to determine potential driving factors determining the future outlook of goat meat demand in Georgia. About 56% of participants who had never tasted goat meat before expressed willingness to try it if grocery stores in their area gave out goat meat samples. A binary logit model was used to examine the demographic factors that impact consumers’ willingness. Result shows that consumers’ education, gender, and household size significantly affect willingness to consume goat meat.


Agribusiness, Education, and Communication

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goat meat, marketing strategies, potential market, substantial demand

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Journal of Food Distribution Research