Assessing Georgia Consumer Attitudes and Beliefs about Locally or Regionally Produced Livestock and Products

Abstract Interest in local and regional food production has been growing in the last few years. The study, therefore, assessed consumer attitudes and beliefs regarding local or regional livestock products. Data were obtained from a convenience sample of 384 participants from several counties of Georgia, and were analyzed by 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 or somewhat serious hazard. Consequently, many were willing to pay more for meat certified as locally or regionally produced. Furthermore, a majority agreed or strongly agreed with statements on meat attributes, such as affordability and quality. Chi-square tests showed that race/ethnicity and education had significant relationships with willingness to pay more for meat certified as locally or regionally produced. Additionally, safety, availability, quality, 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 or Regional, Willingness to Pay, Livestock Product