Assessing Florida Consumer Attitudes and Beliefs about Locally or Regionally Produced Livestock and Products

In recent years, consumer interest in locally or regionally produced foods has been growing. This study analyzed consumer attitudes and beliefs on local or regional livestock products in Florida. Data were collected from a convenience sample of 404 participants from counties in Florida. They were assessed by descriptive statistics, including chi-square tests. Most participants believed using chemicals in locally or regionally produced beef or goat meat was at minimum a somewhat serious hazard. Thus, many were willing to pay more for meat certified as locally or regionally produced. Moreover, most agreed or strongly agreed with statements on meat attributes. Chi-square tests showed that race/ethnicity, age, education, and household income had significant effects on willingness to pay more for meat certified as locally or regionally produced. Also, safety, no difference, availability, affordability, quality, desirability, and hygiene had significant effects on willingness to pay more for meat certified as locally or regionally produced.