https://orcid.org/0000-0003-3139-4754
Abstract
The purpose of this study was to identify the main motivation and barrier factors to the consumption of goat meat as well as evaluate the impact of consumer habits and awareness on willingness to eat this meat. 240 randomly selected consumers from the El Oued region in south-east Algeria were given organised, independently managed surveys. The top three reasons why satisfied survey participants (202 consumers) chose to consume goat meat were its flavour (35.1%), low fat level (30.2%), and health advantages (23.3%). The most significant barriers to the consumption of this meat for the 38 dissatisfied consumers were, concurrently, its flavour and aroma, with percentages of 57.9% and 26.3%, respectively. The greatest significant effect on consumption willingness was found to be the frequency of consumption (p < 0.001). Knowledge of cooking techniques and nutritional advantages also had a significant positive relationship (p < 0.05). The consumption of goat meat was more closely connected by the survey participants (p < 0.05) with stewing techniques than with grilled methods. The sensory factors behind consumer decisions also substantially affected the intake of goat meat (p < 0.05). Overall, an organised and planned strategy to market goat meat as a nutritious food, increase knowledge of its unique qualities, and increase exposure and communication about its preparation techniques might increase consumer demand for it.
PUBLIC INTEREST STATEMENT
Goat meat is acknowledged for its health benefits as a viable alternative to other meat sources, and it is recognised for being more environmentally sustainable. Moreover, goat species have the potential to significantly address the increasing demand for animal protein spurred by a rapidly growing population. Despite these advantageous characteristics and opportunities, goat meat remains on the periphery and is not widely embraced in various countries worldwide, including Algeria. Exploring the motivations and challenges faced by goat meat consumers can provide valuable insights into comprehending consumer perspectives and devising strategies to encourage goat meat consumption. This, in turn, can contribute to the sustainable advancement of the caprine sector within a sustainability framework oriented towards market needs. Additionally, the findings from this study have the potential to illuminate the strategies required to bolster goat meat consumption and foster market development, ultimately fostering socio-economic growth for both the population and the country.
REVIEWING EDITOR:
1. Introduction
As a significant component of the human diet, meat is regarded as one of the major sources of essential nutrients, particularly in the form of minerals, vitamins, and protein (Kantono et al., Citation2021; Mandolesi et al., Citation2020; Mazhangara et al., Citation2019; Teng et al., Citation2023). Globally, the human population is expanding and evolving, and these developments may bring with them new concerns, particularly given the continual rise in the demand for meat and its impact on environmental problems (Sanchez-Sabate et al., Citation2019). As a result, there is an ongoing discussion among scientists concerning the viability of intensifying systems for raising animals and the possible harm that it may do to the environmental systems (Cardoso et al., Citation2020; Montossi et al., Citation2013; Pulina et al., Citation2022).
According to Biscarra-Bellio et al. (Citation2023), raising animals contributes to green house gas emissions caused by changes in land use, particularly deforestation brought on by the growth of pastures and grazing land for animal feed. The production of meat is frequently cited as one of the main causes of climate change and is typically linked to loss of biodiversity, feed-food rivalry, and water shortages (Manzano et al., Citation2023). Goat farming can be an ideal alternative and ensure food security for the expanding global population while minimising negative effects on the environment and human health, as the increase in organic food cultivation is primarily driven by the concept of sustainability and concerns about the environment (Ditlevsen et al., Citation2019; van Wyk et al., Citation2022).
Goats have unique physiological traits that set them apart from other livestock species and enable them to thrive in marginal sites where farming and raising animals are both inappropriate and unprofitable (Mazhangara et al., Citation2019). In addition, goats have a greater ability to survive heat stress than sheep and cattle do (Kaliber et al., Citation2016) and are recognised as being able to endure protracted water scarcity. Goats are the preferred small ruminant animals by farmers, particularly those who live in arid and semi-arid regions with marginal farming potential, because of their distinctive adjustments to adverse climates, compatibility with poor systems, good drought recovery capacity, and disease immunity (Lamri et al., Citation2023; Visser, Citation2019). Raising goats in Algeria is still conventional and low-tech and has not received enough attention despite the significant economic importance and potential of the goat farming system, particularly when compared to the rural existences of nomads within the south of the nation (Sahara) and small-scale farmers in the northern and semi-desert regions.
The increased demand for meat, on the other hand, could influence a shift in the public’s views towards the consumption of meat (Kantono et al., Citation2021). According to Biscarra-Bellio et al. (Citation2023), consumer views towards meat consumption are generally complicated, and these opinions appear to be changing continually. It is well known that consumer desires and preferences for eating meat are largely influenced by sociodemographic and economic characteristics of the population, as well as cultural factors, consumer attitudes, feelings, beliefs, ethical considerations, and conventional ways of life that endure and combine with dietary patterns brought about by globalisation (Estévez-Moreno & Miranda-de la Lama, Citation2022; Montossi et al., Citation2013).
Goat meat is often exclusively consumed on rare occasions among Algerian consumers, like Aid Al Adha, childbirth, circumcisions, and to welcome guests (Lamri et al., Citation2022). The consumption of meat from goats in Algerian culture did, however, gradually increase and grow in popularity during the past few years. This might be attributed to the other red meats’ rapid price hikes as well as the growing consumer understanding of the health and nutritional benefits of goat meat. In this respect, earlier research has shown that goat meat offers unique qualities in terms of flavour, naturalness, authenticity, tenderness, and healthfulness, especially given its notably reduced concentration in fat, saturated fatty acids, and cholesterol (Ivanović et al., Citation2016; Madruga & Bressan, Citation2011).
However, it is interesting to note that research on consumer perceptions and the factors affecting them has been conducted on other animal foods more thoroughly than it has on goat meat (de Andrade et al., Citation2016; Merlino et al., Citation2018). More specifically, there is very little scientific research on consumer behaviour and the elements that influence it in Algerian society, which may be of great interest to consumers, producers, and those in charge of economic planning. As a result, the major goal of this paper is to evaluate the primary motivations and barrier factors to the consumption willingness of goat meat as well as explore the influence of factors connected to consumer habits and awareness on the willingness to eat this meat among Algerian consumers.
2. Materials and methods
2.1. Study area
The investigation was carried out in the months of March and April 2023 in the El Oued region in southeast Algeria, which is 630 kilometres from Algiers, the country’s capital. This neighbourhood is 75 metres above sea level and located at 3322’16.823" N latitude and 650’52.686" E longitude. With a 44.585 km2 area and an average population density of 15.89 people per km2, it had 708,700 residents in 2023. The region is known for its tough weather patterns, particularly during the summer, with an appreciably higher average temperature during the period from June to August and less yearly rainfall on average (70 mm). The population in the studied region mostly engages in agriculture and animal husbandry.
2.2. Participants and questionnaire survey
Ethics approval was granted by the Ethics Committee of the Faculty of Life and Natural Sciences at the University of El Oued, Algeria with application reference number 22/2023. After giving their verbal acceptance to engage in the study, every participant freely took part in the survey. In the present investigation, 240 consumers in total were sampled. The survey participants were picked at random from among those who were at least 18 years old and had eaten goat meat before. provides the socio-demographic traits of the survey participants.
Table 1. Socio-demographic characteristics of surveyed participants (n = 240).
The survey was intended to gather information on a range of aspects and variables that affect consumer views and willingness to goat meat. The study’s two main goals were to identify the primary motivations and constraints to the consumption of goat meat as well as determine the impact of consumer habits and awareness on the consumers’ willingness. An organised survey containing closed (single-choice and multiple-choice) and open-ended (questions without alternate responses) questions was used for the survey . Closed-ended survey questions were used for nominal data, such as choosing ‘yes’ or ‘no’, ‘male’ or ‘female’, and polytomous data, which included quite complicated lists of choices from which participants could select things like ‘daily’, ‘weekly’, ‘monthly’, ‘rarely’, or ‘very rarely’. Open-ended questions were used for complicated survey questions that required more explanation and description so that participants could express their thoughts in their own words. Basic information about the survey participants (age, gender, place of residence, level of education, and perceived household income) was provided in the survey’s first section. The second section of the survey asked for information on consumer perspectives on goat meat and their justifications in each instance. Data on the frequency of consumption, preferred seasons, dining times, and preparation methods for goat meat were included in the third section of the survey. The fourth section was designated to assess consumer knowledge regarding goat meat, including its primary commercial choice, awareness of health and nutritional benefits, and participants’ familiarity with preparation techniques for goat meat. Based on their attitude towards goat meat, participants were divided into two categories: satisfied consumers (those expressing positive attitudes toward goat meat) and dissatisfied consumers (those indicating a negative perception of this meat). Consumers were categorised based on how frequently they self-reported eating goat meat: regular consumers included those who said they ate it at least once a day, once a week, or once a month; occasional consumers ate it rarely (few times per year) or very occasionally (few times in my life) (de Andrade et al., Citation2016; Mandolesi et al., Citation2020). Interviews with survey participants were conducted in person. The poll was anonymous, and all information gathered was safeguarded confidentially.
2.3. Statistical analysis
Microsoft Excel 2007 statistical software (Microsoft Corporation, Microsoft Office Excel 2007, USA) has been employed to create descriptive statistics and graphs. With the help of the software suite SPSS 27.0, data was statistically analysed. To evaluate group differences, statistical analysis was carried out using the Chi-square or Fisher’s exact tests. The choice of the adequate test for each variable was performed according to Negrini (Citation2020). Fisher’s test was used when more than 20% of the cells have expected frequencies <5. Meanwhile, the Chi-square one was applied if less than 20% of the cells have expected frequencies <5. Thus, the effect of consumption frequency, season, eating time, knowledge of choice characteristic, knowledge of health and nutritional benefits factors were analyzed by using the Fisher’s test. However, the Chi-square test was used to interpret the relationship between the preferred cooking method, the knowledge of cooking methods and the consumption willingness. The odds ratio (OR) were calculated in order to evaluate the relationships between the variables related to consumer habits and awareness and the willingness to consume goat meat. In all experiments, a level of p < 0.05 was regarded as significant.
3. Results
According to the survey, the three main factors that satisfied consumers considered when choosing and rating the overall quality of goat meat were flavour (35.1%), reduced fat content (30.2%), and health advantages (23.3%) (). The participants were particularly interested in tenderness (9.4%), another notable quality ().
Figure 1. Primary choice reasons for goat meat’s overall quality mentioned by consumers satisfied with the quality of goat meat (n = 202).
The greatest constraint to the overall quality of the consumption of goat meat were similarly characterised by the dissatisfied consumers as flavour and odour, with percentages of 57.9 and 26.3%, respectively (). In contrast, additional characteristics associated with gastrointestinal issues and toughness were emphasised with lower percentages than the preceding causes, which were in the range of 10.5 and 5.3%, respectively ().
Figure 2. Primary barrier reasons for goat meat’s overall quality mentioned by consumers dissatisfied with the quality of goat meat (n = 38).
Summarises the impact of consumer behaviours on willingness to consume goat meat. The acquired results made it significantly evident that more than half of the survey participants (66.66%) were classified as very occasionally (13 participants) or rarely (147 participants) users of goat meat. A small number of participants (33.34%) were classified as regular users (59 individuals monthly, 16 participants weekly, and 5 participants daily). The most significant determining factor for consumer decisions (p < 0.05) was consumption frequency. Consumers who consumed goat meat rarely generally showed more inclination to do so (OR = 1.258; p = 0.000) compared to those who did so regularly. Contrarily, the individuals who consume goat meat only rarely revealed a lower consumption willingness than the two most recent groups of consumers (OR = 0.016; p = 0.000). The cooking technique was linked to the second most important habit that affects consumer willingness (X2 = 4.941; p > 0.05). Consumers who typically like to stew the goat meat seemed more inclined to eat it than those who prepared it by grilling (OR = 3.394; p = 0.026). However, neither consuming in season nor eating hours were significant factors in determining consumers’ willingness to consume (p > 0.05) ().
Table 2. Relationship between consumers habits and goat meat consumption willingness.
shows the connection between consumer knowledge and awareness of goat meat and their consumption choices. Information on the nutritional advantages, cooking techniques, and choice characteristics are regarded as important influencing variables (p < 0.05) to induce consumers to consume goat meat. As a result, consumers wanted knowledge of the earlier characteristics to enhance their consumption. Consumers who lacked knowledge about the nutritional aspects (OR = 0.107; p = 0.000) and cooking methods (OR = 0.293; p = 0.010) were less likely to consume goat meat than those who did. Consumers were more drawn to and believed that the key motivating element that might affect the intake of goat meat was tenderness (OR = 1; p = 0.048), which was followed by fat content (OR = 0.548) and flavour (OR = 0.186). Finally, awareness of the product’s health advantages had no significant impact on consumers’ willingness to eat this meat (p > 0.05) ().
Table 3. Relationship between consumers’ awareness and goat meat consumption willingness.
4. Discussion
The majority of the consumers in the present survey who gave goat meat favourable reviews attributed this tendency to a number of reasons, most likely its alluring flavour, low fat content, and beneficial human health aspects. The findings demonstrate that, similar to other authors, consumers’ perceptions and desire to consume goat meat are significantly correlated with its flavour (Mandolesi et al., Citation2020; Murshed et al., Citation2014). Health benefits are cited as a key justification for eating goat meat. Consumers who chose goat meat reported that it satisfied their fundamental requirements. According to Mazhangara et al. (Citation2019), including goat meat in their dietary regimen was seen as a wise decision that would promote good health.
According to Mandolesi et al. (Citation2020), the notion that goats are fed more organically than other animals and may have a lower fat content than other meats are largely responsible for the beneficial health effects and high nutritional value of goat meat. Consumers typically link goats raised with free-range grazing and a ‘natural’ diet to higher-quality and healthier meat (Montossi et al., Citation2013). On the contrary, the findings obtained for the dissatisfied consumers demonstrated that the strong odour and poor flavour constitute the main obstacles to eating goat meat. They had an unpleasant flavour and odour, or they felt disgusted and let down. For example, people who choose not to consume this type of meat have negative hedonistic experiences with it. The presence of 4-ethyl octanoic acid, which is present in this sort of meat, has also been mentioned by earlier authors as having the potential to generate or increase the game scent, which is often not highly liked by people who do not consume it (Resconi et al., Citation2013; Webb, Citation2014).
Similarly, multiple earlier studies agreed that various conditions, such as vacations and self-indulgence in goat meat, may help to restrict both the meat’s consumption and the way consumers perceive it in comparison to other red meat (Estévez-Moreno & Miranda-de la Lama, Citation2022; Mandolesi et al., Citation2020; Mazhangara et al., Citation2022; Palmer et al., Citation2022). In contrast to these earlier studies and our survey, Rodrigues and Teixeira (Citation2010) claimed that goat meat holds a significant position, especially among developing nations, particularly in North Africa and the countries of the Middle East, in the region of Southeast Asia, and also in the Caribbean as well as tropical countries.
According to the results of our study, consumer acceptability, perception, and ultimately buying choice were all related most by consumption frequency. Interestingly, a higher frequency of intake was shown to be important and beneficially linked with a favourable inclination towards eating goat meat. Given that this assertion has previously been recorded in other research (Leite et al., Citation2015; Mazhangara et al., Citation2022), it is likely that the infrequent eating (rarely or very rarely) of goat meat may be a factor in the individuals in our study’s bad assessment of it. Lamri et al. (Citation2022) reported that familiarity with goat meat could play a significant role in the lower consumption of goat meat among Algerian consumers in their study about goat meat consumption. According to the research paper, goat meat may be perceived as inappropriate by consumers if it is associated with specific consumption occasions. It is not unexpected to see consumers in the same nation with varying levels of routine, particularly when a dish is infrequently consumed (Borgogno et al., Citation2015). According to Borgogno et al. (Citation2015), in the specific example of meat, ratings for chevon were influenced by previous experience with goat meat; consumers who were unfamiliar with the product gave it significantly lower ratings when they flavoured it compared to capretto.
de Andrade et al. (Citation2016), on the other hand, claimed that lamb meat’s perceived inappropriateness for everyday consumption settings was significantly connected to special occasions, which may be one of the primary obstacles to the desire for the intake of lamb meat. Furthermore, according to prior researchers, consuming lamb meat regularly was more often linked to favourable hedonic effects than consuming it infrequently or never.
However, the lower consumption frequency as well as the sporadic consumption of goat meat among the surveyed participants, which has been already emphasised in this work and reported in a large number of other studies, may be the cause of the statistically insignificant impact of the period on consumption willingness assessed in our study (Bironga et al., Citation2022; Lamri et al., Citation2022; Mandolesi et al., Citation2020; Mazhangara et al., Citation2022). Thus, regardless of the season of consumption, it may appear that meat is still the most popular food item among consumers. Additionally, nearly all consumers think that meat is an essential component of both their dietary routines and a healthy lifestyle. According to de Araújo et al.’s (Citation2022) perspective, meat may be seen as a portion of comfort food for consumers, particularly if it is made at home.
As stated by Spence (Citation2017), the phrase ‘comfort food’ refers to meals that provide solace or a sense of well-being. Another study revealed that low-meat diets were generally poorly accepted by consumers and were seen as negatively affecting their quality of life (Austgulen et al., Citation2018). Overall, the findings show that individuals had a tendency to consume more goat meat in the colder seasons (winter and autumn) as opposed to the hotter ones (summer and spring). Meat is seen as promoting body warmth, at least according to the prevalent beliefs among the residents of the research region. As a result, many thought that eating meat during cold weather was beneficial to their health. In various prior investigations, similar findings about the past impact of the season on the consumption of sheep and goat meat were recorded (Kantono et al., Citation2021; Webb, Citation2014; Wu & Liang, Citation2018).
Additionally, Ardeshiri et al. (Citation2019), in a study conducted in the USA, looked at how different seasons affected consumers’ choices for a variety of beef-based foods. They discovered that, on average, people preferred roasted and sliced meat more frequently in the winter. On the other hand, the participants in our survey revealed that they believed eating goat meat was appropriate during the autumn season, which may be because this is the time of year when agricultural crops like potatoes and tomatoes are harvested in the area, which may increase the perceived household income and, as a result, their ability to buy things. In the meantime, the observed variation in consumption desire throughout the spring season, as measured by the increasing odds ratio, may be connected to the seasonal imbalance in the supply-demand market. As a result, there are more goat heads available for purchase in the marketplaces throughout the springtime.
Furthermore, goat kids often reach their appropriate slaughter age in the spring, which increases the number of animals meant for slaughter in contrast to other times of the year. The participants expected that the flavour of meat in the spring could be different from that in the remaining seasons and linked this to the fluctuation in both the quantity and quality of the pasture. Due to this, the flavour of products nurtured on pasture can either exceed consumers’ high expectations, fall short of those expectations, or vary based on the season and botanical nature of the pasture (Kamihiro et al., Citation2015). Instead, the minor decline in popularity of goat meat around the summer may be attributed to the fact that eating it during this time of year might cause digestive problems, particularly diarrhoea, according to research by Koşum et al. (Citation2019).
In our research, participants did not name eating time as a decisive element that may considerably affect their willingness to consume goat meat. Therefore, consumers typically view meat as a cuisine that is acceptable for every meal and like consuming it at lunch or supper. Due to the fact that this food item is not dominant and is frequently not entirely included in the primary meals of consumers in the region, this may represent the fact that most of the survey participants consume inadequate quantities of meat. On the contrary, it appears that the survey participants’ consumption of goat meat is slightly more appropriate at supper than it is at lunch. In ensuring our findings, a number of earlier studies (Austgulen et al., Citation2018; Gronow & Holm, Citation2019; Verain et al., Citation2022) reported an earlier relationship between consumer meat consumption patterns and the supper period.
In addition, numerous studies have shown that meat is still a popular supper option for many families and the most prevalent ingredient in daily meals at night (Ueland et al., Citation2022; Varela et al., Citation2022). On the other hand, according to Mandolesi et al. (Citation2020), consumers view goat meat as a special occasion food that is suited for holidays or Sunday lunches with the family. There is little question that a community’s values and customs are closely related to its consumption patterns. For this reason, the local people in the current survey region think that eating meat at supper and then going to bed will be more nourishing and beneficial than doing so at lunch. Another reason might be that moms in Algerian homes prefer to prepare meat for supper after the household head gets home from work in the evening.
Additionally, goat meat consumption at this event may strengthen ties among family members and make the occasion more enjoyable. Algerians like eating and sharing meals with their families. Lamri et al. (Citation2022) study on Algerian goat meat consumption also mentioned this practise. To appease their visitors and relatives, Algerian consumers also favour preparing and consuming goat and sheep meat. For this reason, buyers seem to believe that this meat is suitable for special occasions like family gatherings and guest receptions, which are typically held at night in accordance with Algerian social customs. Therefore, eating meat has a traditional component that suggests its importance as a carrier of great symbolic significance and for marking important events. It is unexpected that in our study, survey participants were considerably more likely to eat meat in stews than in grilled meals. As is common knowledge, grilling meat dishes may be simpler and quicker to prepare and cook, especially for younger consumers and those who lack such culinary expertise (Mandolesi et al., Citation2020; Ueland et al., Citation2022). However, stewing meat dishes typically contain whole pieces of meat, which frequently require long preparation times and high cooking skills. For this particular reason, the earlier researchers emphasised that the simplicity of cleaning and preparing meat might be viewed as additional motivators for consumers, potentially increasing their propensity to purchase and consume meat.
In fact, the socioeconomic status or eating habits of the consumers in the research location might explain the considerable correlation between the survey participants and the preference of stewing goats meat. In fact, couscous, a classic dish typically served with various types of red meats, including goat, is the most famous and favourite supper for the majority of households. The majority of the survey participants and their families saw couscous as a suitable supper option and companion dish. The majority of Algerian consumers, meanwhile, base their supper menus on couscous meals with a variety of vegetable types and red meat varieties. Additionally, this finding may point to a stronger role for repetitive behaviour in shaping consumer preferences. As a result, it is likely that consumers who frequently consume specific foods, particularly meat, will be resistant to changing their habits and more likely to adopt new dietary practises (Stampa et al., Citation2020; Ueland et al., Citation2022).
According to Fernández-Ferrín et al. (Citation2019), traditional meals are those that are frequently consumed or connected to specific occasions and/or seasons, passed down from one generation to the next, prepared in a particular way in accordance with gastronomic cultural heritage, processed naturally, distinct and well-known due to their palatable traits, and connected to a particular locale, region, or nation. However, Stampa et al. (Citation2020) suggested that placing a high emphasis on spending time together with family may have an impact on culinary practises, which was very likely reflected in our study, particularly given the salient social traits of Algerian culture. Contrary to our findings, several studies from other nations have indicated that the most popular and in-demand goat meat meal is the cabrito, a grilled or roasted food made with goat meat (Estévez-Moreno & Miranda-de la Lama, Citation2022; Teixeira et al., Citation2011).
Consumers may typically stay away from new meat kinds because they dislike their palatable qualities, worry about the harmful effects of consuming them, feel repulsed by the meal’s origins, or perceive the food as unsuitable (Derinalp Çanakçı & Birdir, Citation2020). Accordingly, it seems from the findings of our survey that consumer evaluations and, ultimately, decisions about the intake of goat meat were considerably different with their perceptions of its hedonic qualities. The respondents said that one of the factors most impacting their propensity to consume goat meat is its aroma. According to them, as has been noted in numerous earlier studies, goat meat, particularly that of the male kind, has a distinctive scent that tends to get stronger as the animal ages (Koşum et al., Citation2019; Ozcan et al., Citation2014). In this regard, it is noteworthy to draw attention to the fact that multiple researchers agreed that one of the main obstacles to eating goat meat is its distinctive odour (Mandolesi et al., Citation2020; Mazhangara et al., Citation2022; Webb, Citation2014).
However, the survey participants also listed colour as one of the main factors influencing their choice to consume goat meat. Therefore, some of the consumers whose opinions were sought out believe that goat meat is significantly darker than other varieties of red meat, which is in line with the findings of Pophiwa et al. (Citation2017). Mazhangara et al. (Citation2022) indicated that colour was the most significant determinant of South African consumers’ readiness to purchase goat meat, which is consistent with our findings.
In response to this, Ripoll et al. (Citation2019) indicated that colour significantly influences consumers’ choices when purchasing goat meat. The consumers’ tendency to associate the colour of the meat with its freshness is one reason for the apparent colour impact (Mandolesi et al., Citation2020; Mohan et al., Citation2022; Ripoll et al., Citation2018). Our findings indicate that tenderness is another crucial quality that will mostly determine consumer willingness. This result is consistent with that of Lamri et al. (Citation2022), who said that among Algerian consumers’ top perceptions and selection criteria for goat meat, tenderness ranked second.
Mazhangara et al. (Citation2022) reported similar outcomes to the prior study for South African consumers. On the contrary, researchers have little doubt that tenderness is the best predictor of the meat’s quality and the primary element globally described to affect the acceptance of consumers (Gagaoua et al., Citation2021; Kawęcka et al., Citation2022; Mandolesi et al., Citation2020; Mohan et al., Citation2022). Even though the low-fat content of goat meat was noted as a distinguishing feature of this meat when compared to other red meats, it may also be a key motivator for the purchase and consumption of such meat (Koşum et al., Citation2019; Mandolesi et al., Citation2020; Mazhangara et al., Citation2022). It’s interesting to note that there was a weak correlation between the low-fat characteristic and willingness to consume goat meat in our study, suggesting that consumers may not be fully aware of this feature’s significance for their health.
Despite the multiple studies on goat meat, the review of nutritional data indicate that it is a nutritious source of lean meat and good fats (Ivanović et al., Citation2016; Madruga & Bressan, Citation2011). Due to its ratio of unsaturated to saturated fats and low intake of cholesterol, it is consequently regarded as a healthy meal of first choice for consumers with ailments like cardiovascular disorders (Kawęcka et al., Citation2022; Koşum et al., Citation2019; Mazhangara et al., Citation2022). In the past few decades, Algerian consumers, like those globally, have developed a greater interest in their dietary routines and, as a result, a greater readiness to alter these routines, particularly for health-related reasons (Lamri et al., Citation2022; Mandolesi et al., Citation2020; Mazhangara et al., Citation2019). Therefore, this tendency was evident in our survey and was demonstrated by the increased proportion of consumers who confirmed that they were aware of the health advantages of goat meat, particularly due to its reduced fat content when compared with various types of red meats.
In order to foster a positive perception of this meat, consumers specifically demonstrated an increasing interest in learning about the beneficial effects of goat meat on human wellness as well as receiving concise and comprehensive data about their health concerns (Mandolesi et al., Citation2020). While this is going on, it is remarkable that public awareness of this feature hasn’t had a significant impact on consumers’ choices to eat goat meat. The little and ambiguous information that the survey participants were able to gather about this meat may be the cause of this missing impact. Previous research evaluated a similar problem with the lack of consumer knowledge and its influence on the relatively low consumption rating of goat meat in Algeria and other nations. Additionally, several respondents in our study mentioned that they had a terrible impression of lean meat because they found it to be harsh and, as a result, thought it had poor hedonic qualities, particularly in terms of flavour.
Tomasevic et al. (Citation2020) contend that consumers’ views and attitudes may be difficult to understand since they lack knowledge (information about their problems was not provided to them). Similarly, when properly presented, views and knowledge can be among the major factors that influence the consumer’s perspective (de Araújo et al., Citation2022). However, as previously mentioned by Stampa et al. (Citation2020), repeated behaviour has a substantial impact on how consumers express their habits. A large number of consumers with good health status rarely eat goat meat for the treatment or prevention of health problems, which may have led them to undervalue or, in some cases, ignore these intriguing health benefits of goat meat, which could account for this insignificant impact. Accordingly, previous researchers hypothesised that using the unique health advantages of goat meat in awareness initiatives may increase societal acceptability and, ultimately, consumption of the meat (Lamri et al., Citation2022; Mazhangara et al., Citation2022).
It is well known that consumers’ concerns about the nutritional value of meat are among the main factors that may affect their demand for and consumption of different types of meat, particularly in light of the severe global shortage of animal protein (Kantono et al., Citation2021). Overall, consumers are known to view meat as a wholesome meal and a crucial component of their diets in order to get the vital nutrients they need, including vitamin D, B vitamins, polyunsaturated fatty acids, proteins, and key minerals like iron and zinc (Cocking et al., Citation2020). As a result, according to a number of researchers (Kawęcka et al., Citation2022; Koşum et al., Citation2019; Mandolesi et al., Citation2020; Mazhangara et al., Citation2019), goat meat is a valuable food with appreciable nutritional value, providing consumers with higher levels of protein and trace elements than other types of red meat.
As a result, in our study, the consumers’ desire to consume goat meat was substantially and favourably correlated with their knowledge of the meat’s nutritional advantages. Similar to our findings, Lamri et al. (Citation2022) reported that 60% of the survey participants would be more ready to purchase goat meat if additional information about its nutritional advantages were provided. Additionally, an additional investigation showed consumers were more inclined to pay higher prices for goat meat since it guaranteed their concerns regarding food safety and nutrition (Ibrahim et al., Citation2018).
According to earlier research, the cooking technique and circumstances have a significant impact on the palatable characteristics of meat, particularly the flavour and odour, which are thought to be vital keys and features for consumers’ approval (Kawęcka et al., Citation2022; Koşum et al., Citation2019). However, regardless of the technique, cooking and preparing meat involves some level of culinary talent, whether advanced or novice (Casini et al., Citation2019; Mandolesi et al., Citation2020; Ueland et al., Citation2022). In keeping with the prior review, Koşum et al. (Citation2019) underlined that the meat from goats is a sort of meat with its own tailored cooking ways, and those methods must be used while cooking it in comparison with various red meats. Thus, it is evident from our study that consumers’ behaviour was favourably impacted by their increased knowledge and awareness of meat-cooking techniques, which in turn increased their willingness to consume goat meat.
In line with the results we obtained, Lamri et al. (Citation2022) explained the decreased habit of eating goat meat among the survey participants by pointing to the poor quality of the culinary practises around this kind of meat. Previous authors have stated that increased insight into this meat and better interaction, especially with regard to its culinary skills, would be considered a first step in developing such strategies. This would be the case for any potential strategy that would boost the attractiveness of this meat and improve its level of acceptance among consumers (Mandolesi et al., Citation2020).
5. Conclusions
The research study found that the primary drivers of the consumption of goat meat are flavour, decreased fat content, and health advantages. The greatest obstacles to the enhancement of this meat’s consumption, according to the respondents, were its flavour and odour. Results in particular showed a high correlation between intake frequency and acceptance of goat meat. Overall, a substantial positive correlation between eating occasions and consumption of goat meat was found, indicating that evaluations aimed at enhancing this aspect may be quite effective in improving consumer opinion of this meat. Additionally, a growing consumer understanding of goat meat’s nutritional benefits and preparation techniques was positively correlated with how consumers conceptualised goat meat.
The consumers’ acceptance of goat meat was favourably correlated with their favourable perceptions of its savoury characteristics, particularly its flavour, colour, and tenderness. The participants’ intake of stewed meals made with goat meat was much higher than that of grilled ones. Additionally, more research must be done to look at any additional contributing elements that can affect how consumers feel about this meat. Furthermore, focusing on the marketing of goat meat as a nutritious commodity through guided insight during awareness campaigns about its unique qualities when compared to other red meat might assist in increasing consumers’ acceptance of goat meat. The study’s limitations encompassed the over-representation of respondents residing in rural areas, a skew towards a younger demographic, and an overrepresentation of participants with higher levels of education, emphasizing the need for caution in generalizing the results obtained. Another limitation pertains to the inclusion of male participants, who may not possess sufficient experience in cooking skills and practices within the Algerian tradition. Additionally, the relatively small sample size surveyed (n = 240) in comparison to the total population in Algeria represents a constraint. It is, therefore, recommended that future studies be conducted on a more representative and larger population size to enhance the robustness and applicability of the findings.
Nevertheless, this study provided a clear insight on consumer’s motivations and obstacles regarding the consumption of goat meat as well as on the factors related to the their willingness to consume this meat. The findings of this study may be useful for the producers and the other actors of this sector to understand the consumer behaviors towards goat meat and consequently to build an effective marketing strategy for the promotion of its consumption. This will be possible by adapting the product to the various consumer’s hedonic expectations, improving product familiarity, availability and visibility, and by adapting communication, which highlights the culinary skills and the benefits of goat meat in terms of health and nutrition aspects.
Author contributions
Study design and conceptualization, B.H.; experiments, B.H., L.H., and M.B.; data Analysis, B.H.; writing – original draft preparation, B.H.; writing – review & editing, B.H. All authors read and approved the final manuscript.
Acknowledgments
The authors acknowledge the staff that assisted them in carrying out this study and express their gratitude to the participants.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Funding
Notes on contributors
Brahim Hamad
Brahim Hamad is a Senior Lecturer and researcher at the Department of Agronomy of the Faculty of Life and Natural Sciences, El Oued University, Algeria. He holds an HDR degree in Veterinary Sciences, specialising in animal science and food studies. His research interest lies in the domains of animal welfare, animal health, food chain, camel food products, and consumer behaviour. Possessing more than a decade of teaching and research expertise, he has authored a multitude of research articles published in diverse international peer-reviewed journals, including those indexed in SCI, SCIE, SCOPUS, and WOS.
Leyla Hadef
Leyla Hadef is working as a Senior Lecturer and researcher in the Department of Agronomy, Faculty of Life and Natural Sciences, El Oued University, Algeria. She has an HDR degree in Veterinary Sciences. Her research interests cut across animal health, livestock management, camel milk, and meat, agricultural development, consumer behaviour, agribusiness marketing, and supply chains. In addition to publishing various scientific papers in reputable journals, she has participated in different scientific conferences and research projects.
Meriem Bellabidi
Meriem Bellabidi is a Teacher and researcher at the Higher School of Saharian Agriculture, El Oued, Algeria. She obtained a doctoral degree in Agricultural Sciences. Meriem has a research interest in agricultural food marketing and animal sciences.
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Appendix A
Table A1. Questions and responses proposed for the participants in the questionnaire regarding their perceptions and willingness to consume goat meat.