This study identifies the major meat attributes preferred by consumers in the goat meat market. Based on data from a consumer survey in 2004, the study examines consumer rankings of major attributes of goat meat, identifies discrepan­cies among the rankings, and pinpoints most influencing attributes. The findings indicate a shift of consumer emphasis toward experience and credence attributes, especially low cholesterol content and safety assurance. The results have important implications for developing effective strategies to promote the goat meat market.