Research report: Factors affecting goat meat demand and willingness to pay a premium price for domestically produced goat meat in the southern United States

Abstract

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.

Department(s)

School of Hospitality and Agricultural Leadership

Document Type

Article

Keywords

Festive occasions, Goat meat consumption, Logistic model, Marketing strategies

Publication Date

1-1-2020

Journal Title

Journal of Food Distribution Research

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