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Prospects For Enhancing The Market For Goat Meat Products: Analysis Of The 2019 Goat Meat Survey, Ashton M. Light

MSU Graduate Theses

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.