The Impact of an "Exotic" Label on Consumer Willingness to Taste Test, Purchase, and Price a New Meat Product

A mail survey of 2,000 households in five major U.S. cities identified the most popular definitions of exotic meats, whether the consumers would taste test at their local food store a new exotic meat product having characteristics similar to beef, chicken or catfish, whether the consumer would purchase the same exotic meat product for consumption in the home, and the price they would pay for the new exotic meat product relative to the price of three well established meat products. Approximately 60 percent of the respondents indicated they would taste test, 60 percent were neutral to highly willing to purchase the product, and 85 percent expected to pay an equal or higher price than for a comparable well-established meat product.

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Journal Article
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Journal of Food Distribution Research, 36, 2
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 Record created 2017-04-01, last modified 2018-11-28

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