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A. Uzmay
G. Çinar


sheep meat consumption, consumer preferences, logistic regression, willingness to pay


The aims of this study are threefold: first, to determine the factors affecting the likelihood of sheep meat consumption; second, to determine the reasons for consumers’ preferences; and third, to determine consumers’ willingness to pay for quality-based labelling. The study conducted interviews with 300 households in Izmir province. According to the results of logistic regression analysis, gender, level of income, number of people in the household, beef consumption, and whether the interviewed individual has the highest income in his or her household affect the probability of sheep meat consumption. While the personal preferences of regular sheep meat consumers vary according to their red meat consumption, willingness to pay based on labelling is $1.62/kg.
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