Improving meat tenderness using exogenous process: The consumer response

Area of Science:

• Food Science
• Consumer Behavior
• Biotechnology

Background:

• Emerging technologies in food processing aim to enhance product quality.
• Enzymatic tenderization is an innovative method for improving meat texture.
• Understanding consumer perception is crucial for adopting new food technologies.

Purpose of the Study:

• To investigate consumer purchase intention (PI) for meat tenderized using exogenous proteolytic enzymes.
• To evaluate the influence of perceived risks and benefits on consumer acceptance of this technology.
• To identify consumer segments based on their response patterns.

Main Methods:

• A survey of 1006 Italian consumers provided information on traditional and enzymatic tenderization.
• Principal Component Analysis and Structural Equation Modeling analyzed consumer data.
• Cluster Analysis identified distinct consumer segments.

Main Results:

• Purchase intention for enzyme-tenderized meat was strongly influenced by perceived benefits and weakly by perceived risks.
• Perceived benefits were significantly linked to consumer trust in science.
• Consumer segments exhibited varied response patterns to the technology.

Conclusions:

• Consumer acceptance of enzyme-tenderized meat hinges on perceived benefits, particularly trust in science.
• Targeted communication strategies can address consumer concerns and promote adoption.
• Segmentation analysis aids in tailoring market approaches for novel food products.