Factors Influencing Consumer Acceptance of Meats

Abstract

The factors important to consumer acceptance of meats were determined from 1,469 interviews conducted in Calgary, Edmonton and Vancouver. The factors included in the survey were determined by the repertory grid technique in an effort to eliminate researcher bias in factor selection. Only the acceptability of packaging was introduced as a factor of researcher interest. The most important factors related to the consumer acceptance of meats included: nutrition, tenderness, suitability for serving to special guests, fattiness, waste, and packaging. Other factors were of importance for the specific meat types or meat cuts studied. Nutrition evoked concern for healthfulness in terms of fat content and degree of meat processing. Opinions about fat content were based on preconceived ideas, and were not closely associated with wastage. Responses for the tenderness-toughness factor appeared to be influenced by the implication of this factor for the respondent's cooking ability. The factors important to consumer acceptance of all or most of the meats studied included factors related to the evaluative and potency dimensions of attitude. Activity factors were also important for specific meats and meat cuts.