Assessing the Effectiveness of Consumers' Rankings of Selected Meat Attributes in Expanding Goat Meat Consumption in the Southern United States
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Results suggest that consumers of goat meat are more likely to rank taste, freshness, and cooking time as very important attributes when buying fresh meat. Those who have never eaten goat meat are more likely to regard appearance, presence of USDA label, and being boneless as very important drivers of their purchase decisions.