ABSTRACTAmidst a recent surge in US goat meat imports to meet growing demand, this study contributes to the meat demand literature by examining consumer preferences for goat meat, a relatively healthy and environmentally friendly alternative to other popular meats. We employed a discrete choice experiment on representative US meat consumers and randomly assigned respondents to health and environmental information treatments. Further, information treatments were categorized into goat‐focused comparative and generic information treatments. Estimates from the random parameter logit model reveal that health information treatments outperform environmental information treatments in influencing consumer preferences for goat meat. Additionally, the results show that goat‐focused comparative information is more effective than generic information treatment. The market share simulations under different price scenarios suggest decreasing goat meat price to $4/lb. and informing respondents of the health benefits of goat meat over beef can yield up to 21% market share of the total US meat market for goat meat. These findings underscore the potential of goat meat in the US meat market, particularly when coupled with health information nudges.
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