Why don't consumers buy organic lamb meat? A Spanish case study.

The fall in lamb meat consumption makes it necessary to determine strategies to increase its consumption and the viability of livestock farms. Given this scenario, organic lamb meat emerges as a product with major growth potential. Using crisp-set qualitative comparative analysis (csQCA), this study analyses the profile of lamb meat consumers who decide against consuming organic lamb meat, identifying the main reasons they give for this decision. The findings reveal two majority segments of non-consumers of organic lamb meat, corresponding to 44.2% and 32.8% of conventional lamb meat consumers. In these segments, the main reasons given for non-consumption of lamb meat are, in the following order, supply, higher price and the lack of guarantees that the meat is actually organic. Thus, increasing organic lamb meat consumption necessarily involves greater efforts in the supply chain and greater promotion of information about the controls that guarantee the quality of certified organic lamb.