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Consumers are increasingly concerned to know where food comes from and how it is produced. Since South African lamb is usually produced on natural pastures and in arid areas, certain breeds have been specifically bred for arid areas, such as the Karoo region, renowned for its high quality lamb. Consumer's perceptions of Karoo lamb (bred in the Karoo region) and non-Karoo lamb (bred on other areas in South Africa) were studied using means-end chain theory, focusing on the association pattern technique (APT). The main aim of the study was to determine consumer's perceptions of Karoo lamb as a product of origin and furthermore to determine consumer's willingness to purchase product of origin. The motivational structures show perceived differences between Karoo and non-Karoo lamb consumers. Karoo lamb is preferred mainly due to its brand which signifies confidence in local produce, its taste and high quality. Non-Karoo lamb was seen as good value for money that satisfies the required values of consumers not interested in knowing the origin. Results suggest that consumers are willing to pay a premium for product of origin. (C) 2011 Elsevier Ltd. All rights reserved.