Study on Consumer Behavior for Meat Consumption in the U.S.

Abstract

This study investigated consumer behavior on meats, specifically consumer attitudes regarding future meat consumption in the U.S. The study was based on mail surveys undertaken in October and November of 1994. The sample for the survey was drawn randomly from the population of residents listed in telephone directories in Seattle and Kansas City. The data was obtained from 1, 217 households and was mainly analyzed using multivariate analysis. A five point scale (1=decrease considerably, 5=increase considerably, 3=no change) was used to rate consumers on their plans for the future consumption of different meats. The average consumer attitude index was 3.25 for turkey, 3.18 for chicken, 2.87 for pork, 2.84 for lamb, and 2.77 for beef. These measures were lower than those for vegetables (3.63) and fruits (3.62). Among meat and fish, respondents preferred chicken most, followed by beef, fish, and pork. Preference for chicken was strong in younger households, while preference for fish and lamb was strong among elder households. Households felt that lamb and fish prices were relatively expensive, while chicken was thought to be cheap. However, there were no significant relationships between consciousness for price and actual consumption volume or the consumer attitude index for meats. The extent of uneasiness for eating meat was relatively weak. And the meat consumption volume of respondents who felt uneasy about meat was rather low. There were some differences on the explanation on factors relevant to attitudes about future consumption between beef/pork and chicken.