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Abstract

Abstract

Local and regional food production has gained increased interest of consumers in recent years. The study, therefore, focused on assessing consumer attitudes and beliefs on local or regional livestock products. Data were obtained from a convenience sample of 432 participants from South Central Alabama, and were analyzed using descriptive statistics, including chi-square tests. A majority of respondents thought using chemicals and additives in locally or regionally produced beef or goat meat was a serious hazard. Therefore, many were willing to pay more for meat certified as locally or regionally produced. Also, most agreed or strongly agreed with statements on meat attributes. Chi-square tests showed that gender, education, and household income had significant relationships with willingness to pay more for meat certified as locally or regionally produced. Furthermore, safety, no difference, affordability, desirability, and hygiene had significant relationships with willingness to pay more for meat certified as locally or regionally produced.

Keywords: Consumers, Attitudes and Beliefs, Local and Regional, Willingness to Pay, Livestock Products