A study of consumers' attitudes towards food products containing protein derived from beef offal
University College Cork
A considerable body of research work has identified that beef fifth quarter contains high amounts of protein which can be extracted, leading to the opportunities for the development of new applications in the food industry. However, many parts of beef fifth quarter are currently underutilised for this purpose due to current practices within the beef sector. Besides the significant research investment within the area of beef fifth quarter protein valorisation, a challenge may lie in consumers' evaluations of food products containing protein extracted from beef fifth quarter. A nationally representative survey (n=953) was undertaken to investigate Irish consumers' attitudes towards hypothetical food products containing protein derived from beef offal sources. Based on an experimental design from the outset, this study explored what attitude processes (intuitive and/or deliberate) dominate attitude formation towards food products containing protein derived from beef offal and if resulting attitudes are influenced by affect and/or cognition. Moreover, the moderation effects of product familiarity and ambivalence on attitude formation were examined. Data analysis revealed that affective inferences played a more significant role in consumers' expressed attitudes. However, consumers were also found to draw on cognitive reasoning to form their attitudes. Deliberate evaluation was found to be a better predictor of consumers' attitudes than intuitive evaluation. Information provision about beef offal extracted protein, and product familiarity, were found to be critical factors in consumers' attitude formation processes and attitude outcome (i.e. affective and/or cognitive) towards food products containing protein derived from beef offal sources.
Consumer attitudes , Attitude formation , Beef by-products
Lavranou, G. 2020. A study of consumers' attitudes towards food products containing protein derived from beef offal. MRes Thesis, University College Cork.