Determinants of the intention to purchase an autochthonous local lamb breed: Spanish case study.

The aim of the paper is to study consumers' acceptability for a lamb meat from a local autochthonous breed. An intention to purchase model was developed based on the Theory of Planned Behavior (TPB) and estimated using data from a survey conducted in Spain. Results indicated that consumers were willing to buy this lamb meat because 86% of respondents said that they probably/definitely would buy it, although only 23% would if the meat is not available in their usual meat store. Then, the lack of availability in the market is an aspect limiting its consumption. The most important factors explaining the intention to purchase for consumers who would purchase this meat if it were not available in their usual store are the importance attached to the animal breed and their social embeddedness with the local area. An appropriate food policy would be to inform consumers about the importance of the animal breed in the quality of the meat and the local origin.