Sustainable sheep production and consumer preference trends: compatibilities, contradictions, and unresolved dilemmas.

There are increasing concerns of society towards the consumption of animal products which have been produced and transformed in a sustainable manner. This trend influences consumer purchasing decision making, particularly in developed countries. On the other hand, in the next years, the pressure to increase the volume and efficiency of meat production will be much higher to cope with the expected unsatisfied demand. At least in part, current and future technologies could contribute to solve this challenge. However, the use of some of these innovations could have a negative effect on consumer preferences. There is no consensus in our society about this dilemma. The objective of this paper is to review the scientific evidence related to these topics and to analyze and discuss the effect of some of the extrinsic and intrinsic factors linked with the sheep industry which could affect the acceptability of lamb meat by consumers.