Factors that predict consumer acceptance of enriched processed meats

Area of Science:

• Food Science
• Consumer Behavior
• Nutritional Science

Background:

• Processed meats are widely consumed but face scrutiny regarding health impacts.
• Functional foods, including enriched processed meat, offer potential health benefits.
• Understanding consumer acceptance of novel food products is crucial for market success.

Purpose of the Study:

• To identify key predictors of consumer purchase intention for enriched processed meat.
• To explore how perceptions of existing processed meats and general food choices relate to functional meat product acceptance.

Main Methods:

• A cross-sectional survey was administered to 486 consumers of processed meat.
• Regression analysis was employed to determine significant predictors of purchase intention.
• Data collection occurred in spring 2016.

Main Results:

• Consumer purchase intention for enriched processed meat was primarily driven by positive attitudes towards the product concept.
• Perceived healthiness of existing processed meat products and higher consumption frequency were positively associated with purchase intention.
• General food choice motives, socio-demographics, and consumption of other functional foods did not predict purchase intention.

Conclusions:

• Positive product concept attitudes are paramount for driving consumer adoption of enriched processed meat.
• Addressing perceptions of existing processed meat healthiness may indirectly boost functional meat product acceptance.
• Targeted marketing should focus on product concept and perceived health benefits rather than general consumer characteristics.