Motivations and obstacles to goat meat consumption willingness: exploring influencing factors related to consumer habits and awareness

Figures & data

Table 1. Socio-demographic characteristics of surveyed participants (n = 240).

Characteristics	Frequency (n)	Percentage (%)
Gender
Male	134	55.8
Female	106	44.2
Age (years)
18–30	55	22.9
31–40	89	37.1
41–50	55	22.9
51–60	22	9.2
Over 60	19	7.9
Residence area
Rural	176	73.3
Urban	64	26.7
Education level
Primary	15	6.2
Secondary	41	17.1
Tertiary	73	30.4
University	106	44.2
None	5	2.1
Perceived income level
Acceptable	167	69.6
Low	73	30.4

Figure 1. Primary choice reasons for goat meat’s overall quality mentioned by consumers satisfied with the quality of goat meat (n = 202).

Figure 2. Primary barrier reasons for goat meat’s overall quality mentioned by consumers dissatisfied with the quality of goat meat (n = 38).

Table 2. Relationship between consumers habits and goat meat consumption willingness.

Factors	Consumption willingness (yes) n (%)	Consumption willingness (no) n (%)	Odds ratio	p-Value
Consumption frequency
Monthly	56 (94.9)	3 (5.1)	1	0.000
Rarely	141 (95.9)	6 (4.1)	1.258
Very rarely	3 (23.1)	10 (76.9)	0.016
Weekly	16 (100)	0 (0)	/
Daily	5 (100)	0 (0)	/
Consumption season
Winter	134 (89.9)	15 (10.1)	1	0.204
Spring	37 (97.4)	1 (2.6)	4.141
Summer	26 (89.7)	3 (10.3)	0.970
Autumn	24 (100)	0 (0)	/
Eating time
Lunch	170 (91.9)	15 (8.1)	1	1.000
Supper	51 (92.7)	4 (7.3)	1.125
Cooking method
Grilling	116 (88.5)	15 (11.5)	1	0.026
Stewing	105 (96.3)	4 (3.7)	3.394

Table 3. Relationship between consumers’ awareness and goat meat consumption willingness.

Factors	Consumption willingness (yes) n (%)	Consumption willingness (no) n (%)	Odds ratio	p-Value
Knowledge of choice characteristic
Tenderness	62 (95.4)	3 (4.6)	1	0.048
Flavour	27 (79.4)	7 (20.6)	0.186
Low-fat content	102 (91.9)	9 (8.1)	0.548
Odour	25 (100)	0 (0)	/
Colour	5 (100)	0 (0)	/
Knowledge of health benefits
Yes	205 (92.8)	16 (7.2)	1	0.180
No	16 (84.2)	3 (15.8)	0.416
Knowledge of nutritional benefits
Yes	208 (94.5)	12 (5.5)	1	0.000
No	13 (65)	7 (35)	0.107
Knowledge of cooking methods
Yes	147 (95.5)	7 (4.5)	1	0.010
No	74 (86)	12 (14)	0.293

Table A1. Questions and responses proposed for the participants in the questionnaire regarding their perceptions and willingness to consume goat meat.

Asked questions	Proposed responses
Have you eaten goat meat?	Yes
	No
Are you willing to consume goat meat?	Yes
	No
How do you perceive the overall quality of goat meat?	Good (positive attitude)
	Not good (negative attitude)
What is the primary reason for your positive or negative perception of the overall quality of goat meat?	Open-ended question
How often do you consume goat meat?	Daily (at least one time per day)
	Weekly (at least one time per week)
	Monthly (at least one time per month)
	Rarely (few times per year)
	Very rarely (few times in my life)
During which season do you commonly consume goat meat?	Winter
	Spring
	Summer
	Autumn
At which meal do you commonly consume goat meat?	Lunch
	Supper
Which cooking method do you prefer to consume goat meat?	Grilling
	Stewing
What is the main reason which drives your choice to consume goat meat?	Tenderness
	Flavour
	Low-fat content
	Odour
	Colour
Are you aware of the health benefits of goat meat?	Yes
	No
Are you aware of the nutritional benefits of goat meat?	Yes
	No
Are you aware of the cooking methods of goat meat?	Yes
	No