Evaluation of Consumer Preferences for Goat Meat in Thailand

Goat meat is one of the healthy diet meats which contain low calories, fat, and cholesterol.However, the lack of consumer information in goat market is obstacle for the farmers who raise the goat population.Estimating the relevance of the willingness to buy goat meat will contribute to a better understanding of the driving forces of demand and will provide an empirical base for marketing activities.In order to evaluate the willingness to buy or eat goat meat, a probit model is employed.The finding of this study showed that gender and religion are considered to be an important in consumer behavior or willingness to try goat meat.Results suggest that in the near future, the elder is another notable factor.As more population gets retired in the coming year, the demand potential for goat meat is expected to be at record high.