Date of Graduation

Fall 2020

Degree

Master of Science in Agriculture

Department

College of Agriculture

Committee Chair

Benjamin Onyango

Keywords

goat meat consumer preferences, willingness to buy goat meat products, sociodemographics, health preferences, freshness, skinless, singed

Subject Categories

Agricultural Economics | Sheep and Goat Science

Abstract

The objective of this study was to identify goat meat product attributes and sociodemographic drivers of consumers’ willingness to buy to goat meat products. To do so the study used a nationwide consumer survey on goat meat preferences. A binary logit model was used to examine the factors affecting willingness to buy. Results show that gender, age, region, primary shopper, and product attribute preference for quality, price, leanness, cholesterol, and freshness significantly affect consumer willingness to buy goat sausage, jerky, burger, and patties.

Copyright

© Ashton M. Light

Open Access

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