Demand Potential for Goat Meat in Southern States: Empirical Evidence from a Multi-State Goat Meat Consumer Survey

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(2) Model of demand increase from per capita consumption growth. Previous studies
and the survey data used in this study noticed low level of per capita goat meat
consumption. Half current goat meat consuming households buy only 4 pound or less
every year. A question of interest is whether consumers have willingness to increase per
capita consumption? If yes, which population group has the intention and what are their
demographic and socioeconomic characteristics? This model uses a dependent variable
valued with the response to the survey question “would your family eat more goat meat if
it was available in your local grocery stores?” and is fitted as logistic regression with the
general logit function. The selection of initial variables, model specification and other,
implementations are similar to model 1.

(3) Model of increasing demand from new consumers. More than 20% households
(576 households on the goat meat market) responded in the survey that they would like to
shift to goat meat consumption. This indicated that the potential demand increase from
new consumers. The purpose of this model is to assess potential demand increase from
new consumers and to identify the driving forces. The dependent variable is valued with
the response to the survey question “if goat meat was available in your area food stores,
do you think you will try it?” The logit model with a general logit function is used to fit
the relationship. The selection of initial variables, specification of model and other
implementations are similar to model 1.

(4) Model of demand related to season and occasions. Goat meat is not in a position
of daily consumption for most families. Seasonal and occasional consumptions reflect the
current status of goat meat consumption. About one third of goat meat consumers were
reported to be seasonal consumers in 11 Southern states, and about 42.1% of households

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