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

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who rank “meat store display” and “meat price special” high, tend to change consumption
pattern in different season.

Results of Occasional Demand The estimated results of model related occasional
demand are reported in Table 6. We do not identify significant effects from geographic,
income, education, and the consumption of other meats. However, we observe the
impacts from race, gender, and age.

Less occasional consumption is observed from Black of non African American,
while Hispanic and multi-racial populations are likely consume goat meat on special
occasions. As for people of different age, the elder consume goat meat more regularly,
while the young shows clear occasional consumption tendency. Females are less likely to
consume goat meat irregularly than males. The perception of marketing tools is observed
to affect occasional consumption. Households ranking meat price specials high tend to
consume goat meat on special occasions than those ranking it low. Households ranking
meat taste test low tend to consume goat meat more regularly than those ranking it high.

Conclusions

A substantial demand for goat meat exists from the evidence revealed in 11 Southern
states. Driven by the willingness to purchase more by the existing customers and the
potential entry of new consumers into the market, the demand tends to expand.

Multiple factors influence the current demand for goat meat and its potential of
increase. Race, age, real income, and the consumption of other meat products are a few of
such factors. Centered to those characterizations is ethnic population, the major driving
force of goat meat consumption. In the near future, the continuous growth of immigrants

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