Consumer Perceptions and Attitudes towards Chevon and Chevon-Derived Products: A Case Study of Amathole and Buffalo City Municipalities in South Africa

Abstract

ABSTRACT Structured, self-administered questionnaires were used to analyze consumer perceptions and attitudes about chevon and chevon-derived products among 243 consumers randomly selected in Amathole and Buffalo City Municipalities in South Africa. Chevon was regarded as the most favored by 10.7% of the participants, and the least desired by 89.30%. Nationality had a highly significant (P <0.01) impact on chevon preference. Despite 15.64% of South Africans willing to consume chevon on a regular basis, its consumption was limited to religious occasions (61.73%). Palatability (47.74%), tenderness (20.16%) and availability (9.05%) of chevon were used to determine overall acceptability (23.05%). When compared to other meats, South African consumers disliked chevon. Furthermore, the majority of South African consumers are unaware of chevon’s nutritional benefits. A deliberate effort to promote chevon as a healthy product and raise awareness of it could increase demand.