In Search of the Niche—Targeting Lamb Meat Consumers in North-East Germany to Communicate the Ecosystem Services of Extensive Sheep Farming Systems

Abstract

Extensive sheep farming systems provide numerous ecosystem services, most of which consumers are not aware of. Consumers’ subjective quality perception relates to intrinsic and extrinsic quality attributes. Extrinsic quality attributes, like animal welfare, conservation of biodiversity, and regional and sustainable lamb meat production, meet the expectations of meat consumers. Communication of quality attributes can support consumers’ willingness to buy and pay a premium price, as well as producers’ economic viability. Previous studies focused on consumers’ perception of intrinsic quality attributes, while it is our objective to analyse the target group-specific communication of extrinsic quality attributes of extensive sheep farming. An online survey with 387 valid respondents included lamb meat consumers in Berlin-Brandenburg and revealed their consumption patterns. The sample is representative of Berlin-Brandenburg in net household income, population division and gender, while academics and respondents over 50 years were overrepresented. The survey addressed demographics, meat consumption and purchasing behaviour, preferences for different lamb meat products, purchasing motives and barriers, perception of communication messages and personal initiative for the purchase of regional lamb. Via Principal Component Analysis (PCA) and Cluster Analysis, we identified two key target groups for regionally produced lamb meat: “Foodies” and “Cooking enthusiasts”. Guided by Alphabet theory with its specific focus on Knowledge, Information seeking behaviour and purchasing Habit, we derive recommendations for target-group-specific communication of regionally produced lamb meat. “Foodies” showed a high potential for direct marketing and personal storytelling of sheep farmers. “Cooking enthusiasts” are best addressed through print and online marketing with a focus on cooking and personal health.