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The consumption of other meat remains a weak influence on goat meat consumption.
Only beef and pork are retained in the model. Consumers eat more beef are less likely to
increase per capita goat meat consumption. Similarly, consuming more pork means less
willingness to raise per capita goat meat consumption.
Race remains a significant demographic factor. Households of black and the multi-
culture are more likely to increase per capita consumption, while Hispanics are less likely
to consume more. Age is an influencing factor in the determination of whether to
consume goat meat as demonstrated in model 1, but reveals no impact on the willingness
to consumer more or not as in this model.
Socioeconomic factors demonstrate some weak influence on the willingness to
increase per capita goat meat consumption. The impact of education is evidenced the
willingness to increase consumption with college or higher education. But the impact of
income and geographic variables are not identified.
The findings of interest are impacts from attitude variables. The results in Table 3
illustrate the significant influence of consumers’ attitude (towards organically raised goat,
prepackaged products, ways of cooking, and concerns about food safety) on consumption
behavior. Those who rate organically grown meat high and prefer prepackaged products
and labeling cook instructions have willingness to buy more goat meat. Consumers who
make broil goat and barbeque tends to consume more goat meat. Consumers who are
sensitive to price, care about supermarket taste test, and like convenient food are likely to
buy more goat meat.