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Motivations and Barriers for Sheep and Goat Meat Consumption in Europe: A Means–End Chain Study

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Department of Materials, Environmental Sciences and Urban Planning (SIMAU), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
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Faculty of Veterinary Medicine, Aristotle University of Thessaloniki, P.O. Box 393, GR-54124 Thessaloniki, Greece
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The French Livestock Institute/Institut de l’Elevage (IDELE), Campus INRA—Chemin de Borde Rouge, CEDEX, BP 42118-31321 Castanet Tolosan, France
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Economic Research, Natural Resources Institute Finland (Luke), Koetilantie 5, 00790 Helsinki, Finland
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Animal Production and Health Unit, Agrifood Research and Technology Centre of Aragon (CITA), Gobierno de Aragón, Avenida Montañana 93, 050059 Zaragoza, Spain
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Organic Research Centre, Trent Lodge, Stroud Road, Cirencester, Gloucestershire GL7 6JN, UK
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Department of Agricultural, Food and Environemntal Sciences (D3A), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
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Authors to whom correspondence should be addressed.
Animals 2020, 10(6), 1105; https://doi.org/10.3390/ani10061105
Received: 15 April 2020 / Revised: 1 June 2020 / Accepted: 18 June 2020 / Published: 26 June 2020
(This article belongs to the Section Small Ruminants)
In Europe, human consumption of sheep/goat meat is lower than for other types of meat (e.g., chicken, beef). This study contributes to a better understanding of why/why not sheep/goat meat is consumed in Europe, and which are the relevant attributes, situations associated with small ruminants’ meat consumption by consumers.
This international study involving seven European countries (Italy, UK, Finland, France, Spain, Greece, Turkey) was conducted to explore the relevant reasons that affect both consumer and non-consumer perceptions of sheep and goat meat. Laddering and means–end chain theory were applied. The results indicate that consumers associate sheep and goat meat with a unique taste, authenticity and natural production, linked with values such as health and enjoyment of life. In contrast, non-consumers mainly feel disgusted when they think and feel about these meats, and do not associate any specific health benefits to their consumption, disliking their taste, odour and fat content. This study is based on qualitative research. Only analytical generalizations are possible, expanding the theory on what drives consumer behaviour when purchasing meat. No previous means–end chain studies are available in the literature regarding small ruminants’ meat consumer preferences. View Full-Text
Keywords: laddering; consumer attitudes; meat; food consumption; small ruminants; consumer perceptions laddering; consumer attitudes; meat; food consumption; small ruminants; consumer perceptions
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MDPI and ACS Style

Mandolesi, S.; Naspetti, S.; Arsenos, G.; Caramelle-Holtz, E.; Latvala, T.; Martin-Collado, D.; Orsini, S.; Ozturk, E.; Zanoli, R. Motivations and Barriers for Sheep and Goat Meat Consumption in Europe: A Means–End Chain Study. Animals 2020, 10, 1105. https://doi.org/10.3390/ani10061105

AMA Style

Mandolesi S, Naspetti S, Arsenos G, Caramelle-Holtz E, Latvala T, Martin-Collado D, Orsini S, Ozturk E, Zanoli R. Motivations and Barriers for Sheep and Goat Meat Consumption in Europe: A Means–End Chain Study. Animals. 2020; 10(6):1105. https://doi.org/10.3390/ani10061105

Chicago/Turabian Style

Mandolesi, Serena, Simona Naspetti, Georgios Arsenos, Emmanuelle Caramelle-Holtz, Terhi Latvala, Daniel Martin-Collado, Stefano Orsini, Emel Ozturk, and Raffaele Zanoli. 2020. "Motivations and Barriers for Sheep and Goat Meat Consumption in Europe: A Means–End Chain Study" Animals 10, no. 6: 1105. https://doi.org/10.3390/ani10061105

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