Abstract
Involvement can explain behavioral consequences, such as consumer decision-making and consumption. The first aim of this study is to identify the profiles of consumers based on their involvement in light lamb meat. The second aim is to study the influence of involvement on consumers’ attitudes, behaviors, beliefs, preferences, quality cues, and sensory perception regarding light lamb meat. Two consumer profiles are identified. The first cluster includes consumers who enjoyed eating light lamb meat, were conscious of their self-image, and perceived the consequences of poor choices; these consumers also perceived the probability of making an incorrect choice as high. The second cluster includes consumers who truly loved eating lamb meat, were also conscious of their self-image, and perceived the consequences of poor choices; however, these consumers were confident in not making incorrect choices. Although both involvement-based profiles showed high involvement in light lamb meat, it can be concluded that the second cluster had a higher involvement. In general, the involvement-based profiles did not influence health-related attitudes, preferences, or sensory perceptions of light lamb meat, while beliefs, behavior and quality cues were influenced by involvement.
Highlights
Sheep farming systems use marginal areas of Mediterranean Europe and are mostly considered to be High Nature Value farmland [1]
The involvement-based profiles did not influence health-related attitudes, preferences, or sensory perceptions of light lamb meat, while beliefs, behavior and quality cues were influenced by involvement
Because 4 is the neutral point of the scale, in general terms, consumers agree with the items of “hedonic value”, “product importance,” and “risk importance”
Summary
Sheep farming systems use marginal areas of Mediterranean Europe and are mostly considered to be High Nature Value farmland [1]. These farming systems are multifunctional [2] and provide meat products with extrinsic qualities, such as local origin or production by environmentally friendly methods [3]. The number of farms in most European Mediterranean regions has suffered a sharp decline in the last few decades [4] This decline is a direct consequence of a steady diminution of lamb meat consumption over the years; the consumption in Spain was 2.8 kg/head in. Aragón is known for the production of the ‘Ternasco de Aragón’ Protected Geographical
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