Consumers' Attitudes toward the Use of an Edible Coating for Lamb Meat According to Label Information.

Raquel Alves Mauricio,Rosires Deliza,Renata Tieko Nassu

doi:10.3390/foods11030323

Raquel Alves Mauricio, Rosires Deliza + Show 1 more

Open Access

https://doi.org/10.3390/foods11030323

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Abstract

The use of edible coatings in meat is currently being investigated in several studies. However, consumers’ attitudes toward this technology are not clear. This study evaluated consumers’ intention to purchase vacuum-packaged meat with a chitosan coating based on the label information. Three factors combined with different levels were considered: type of cut (“loin”, “French rack”, or “leg steak”), coating/information (no information, chitosan without information explained, and chitosan with information explained), and price (low or high). Consumers’ purchase intentions were evaluated using a 7-point structured scale (1 = certainly would not buy; 7 = certainly would buy). The data were analyzed by conjoint analysis and cluster analysis. The average purchase intention value was 4.3 ± 0.5. The “French rack” cut showed the highest value for purchase intention and a high price was also a relevant factor. The packaging with the label stating the presence of a “chitosan” coating without giving any further information obtained higher purchase intentions than the one with the more detailed information label. In the cluster analysis, the factor “type of cut” showed the highest relative importance in two groups, while “price” had a higher impact in another. The type of cut was the main factor affecting consumers’ purchase intentions. However, different attitudes were observed depending on the group.

Highlights

There are currently 18.9 million sheep in in Brazil [1], mainly in the northeastern and southern regions
These results demonstrate the relationship between familiarity with the product and the purchase intention
The result that high-priced lamb cuts were relevant to the consumer purchase intention, with positive utilities for “price” in all clusters, could be explained by the fact that lamb meat is less often consumed than chicken, beef, or pork

Summary

Introduction

There are currently 18.9 million sheep in in Brazil [1], mainly in the northeastern and southern regions. The average consumption of lamb meat across the world is 1.7 kg per capita [2]; this figure is much lower (0.6 kg per year) in Brazil [3], and restricted in specific areas of the country. Appearance plays an essential role in consumers’ purchase intentions and meat acceptance and is especially important for beef and lamb meat [5]. Other characteristics of a meat product, such as origin, price, and processing information, are related to its perceived quality and may affect consumers’ choices [6]. Issues related to sustainability, nutritional quality, and processing presented on the label affect consumers’ purchase intentions [9]

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Discussion

Conclusion