From niche to mainstream? Marketing for sheep and goat meat – how food involvement makes a difference among consumers in Germany

Our study explores how consumers differ in their interest in sheep and goat meat and whether this affects their perception and consumption rate. In an online survey of 876 German consumers, we examined people’s views, taste preferences, and emotional connections to sheep and goat meat. The results show that taste is the most important factor shaping the level of food involvement, followed by emotional attachment and personal beliefs. A small group of consumers, called Supporters (26.3%), enjoy eating sheep and goat meat, have positive views of these farming practices, and are highly engaged with these foods. Most consumers, however, belong to larger groups with lower interest and weaker involvement. Overall, the findings suggest that people are more likely to choose sustainable foods when they feel a personal connection to them, which can be encouraged through targeted communication.