Identifying audience segments for lamb and goat meat product communications using the theory of planned behavior and cluster analysis

While demand for protein sources increases amidst supply chain issues, small ruminant meats, particularly lamb and goat, are viable, alternative options. We investigated consumer intentions to purchase these meat products, assessing how attitudes, social norms, and perceived behavioral control impact purchasing decisions. Using the Theory of Planned Behavior, we surveyed consumers in a subset of the Central Plains region, focusing on Colorado, Kansas, Missouri, Nebraska, and Oklahoma. Cluster analysis revealed two distinct consumer clusters based on purchase intention: one segment with higher intent to purchase, driven by positive attitudes toward adventurous food choices and urban food options, and a second segment with lower intent, influenced by social norms and perceived availability barriers. Our results highlight consumers with higher intent were often younger, urban, and more receptive to diverse dietary options. Conversely, the lower-intent cluster had a stronger presence of older, rural consumers, indicating subjective norms and limited social endorsement for lamb and goat meat influenced their hesitation. The practical implications, although limited to our study area, for marketers include the development of tailored messages to bridge knowledge gaps, normalize the social acceptance of small ruminant meat, and highlight its benefits to support product demand. To further enhance perceived behavioral control, strategies that increase product visibility and accessibility are recommended. This study provides a foundation for marketers to create targeted promotional efforts that support the expansion and viability of the small ruminant meat market, benefiting both producers and consumers in the evolving protein landscape.