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RESEARCH PRODUCT

Study on Consumer Attitudes for Sheep Meat Consumption

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Abstract This paper presents data on sheep breeding in Romania and on a international level. The main objectives of the national breeding program will be presented. A study has been conducted to find out how consumers perceive buying sheep meat and their attitudes towards it. Strong effort is needed to promote the consumption of sheep meat, which will lead to the support of the sheep sector. It is necessary to form a strong consumer preference for sheep meat by communicating the positive (natural product) and durable characteristics of the product.