Assessing the Consumer Acceptance and Market Potential of Alternative Meats

  • Author(s) / Creator(s)
  • The overall purpose of our research was to improve the understanding of consumer perceptions towards the consumption of alternative meats, notably bison, elk and lamb. More specifically, the objectives were to: 1) Document the attitude and purchasing choices for three alternative meats which are strategically important to Alberta's alternative livestock industry. 2) Analyze the effects of socio-economic factors of Alberta consumers in purchasing the above alternative meats. 3) Explore possibilities for market segmentation and marketing implications, also for other alternative meats (other than bison, elk and lamb). In order to achieve these objectives, this study has taken the following steps: 1) A preliminary survey was developed and received feedback from Professor Robert Hudson, University of Alberta. 2) This preliminary survey was revised by using four focus groups with Alberta consumers. 3) Three separate web-based surveys were constructed for bison, elk and lamb. In each of these surveys, a switching model was developed that employs revealed preference data in stated preference experiments. As consumers indicate their (un)willingness to switch away from beef, towards alternative meats, we addressed many issues; among them were: How important are which information sources in the purchasing decisions of alternative meats? What role does farm origin traceability play in consumers' choice? To what extent do consumers care about Genetically Modified Organisms (GMO) in producing these meats?

  • Date created
  • Subjects / Keywords
  • Type of Item
  • DOI
  • License
    Attribution-NonCommercial-NoDerivatives 3.0 International