The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes
Food product attributes may significantly influence the general perception of the product itself, as well as the willingness for its consumption. Assessment of the product is based on customers’ beliefs and individual preferences. Because meat-like products are presented as meat substitutes providin...
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-04-01
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| Series: | Applied Sciences |
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| Online Access: | https://www.mdpi.com/2076-3417/12/9/4128 |
| _version_ | 1827673376570736640 |
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| author | Marcin Adam Antoniak Andrzej Szymkowiak Benedykt Pepliński |
| author_facet | Marcin Adam Antoniak Andrzej Szymkowiak Benedykt Pepliński |
| author_sort | Marcin Adam Antoniak |
| collection | DOAJ |
| description | Food product attributes may significantly influence the general perception of the product itself, as well as the willingness for its consumption. Assessment of the product is based on customers’ beliefs and individual preferences. Because meat-like products are presented as meat substitutes providing sufficient protein values, the present study aimed to determine the effect of protein source and labelling pointing at high protein content on the evaluation of the product. The experimental online study was conducted with a group of 552 respondents. Four versions of product packaging were designed and tested. These packages differed in the presence or absence of the Nutrition Claim and the presence of the text indicating the vegetable or meat origin of the product. Data collected in the experiment were analyzed using a 2 × 2 ANOVA. The study revealed that the source of protein (plant vs. animal) appears to shape consumers’ perception of the product as more eco-friendly (F (1.518) = 38.681, <i>p</i> < 0.001, η<sup>2</sup> = 0.069), natural (F (1.518) = 15.518, <i>p</i> < 0.001, η<sup>2</sup> = 0.029), and healthy (F (1.518) = 25.761, <i>p</i> < 0.001, η<sup>2</sup> = 0.047). Moreover, labelling including a “high-protein” Nutrition Claim increases the willingness to consume the product (F (1.518) = 4.531, <i>p</i> = 0.034, η<sup>2</sup> = 0.009), and provides the impression of it being more eco-friendly (F (1.518) = 6.658, <i>p</i> = 0.01, η<sup>2</sup> = 0.012) and of a higher quality (F (1.518) = 7.227, <i>p</i> = 0.007, η<sup>2</sup> = 0.014). The obtained results may have theoretical significance by improving the understanding of factors determining the perception of food products and the use of meat substitutes. |
| first_indexed | 2024-03-10T04:24:00Z |
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| id | doaj.art-87d7242a9e114428bc5ff3838156b6f0 |
| institution | Directory Open Access Journal |
| issn | 2076-3417 |
| language | English |
| last_indexed | 2024-03-10T04:24:00Z |
| publishDate | 2022-04-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Applied Sciences |
| spelling | doaj.art-87d7242a9e114428bc5ff3838156b6f02023-11-23T07:44:40ZengMDPI AGApplied Sciences2076-34172022-04-01129412810.3390/app12094128The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product AttributesMarcin Adam Antoniak0Andrzej Szymkowiak1Benedykt Pepliński2Department of Commerce and Marketing, Institute of Marketing, Poznan University of Economics and Business, ul. Niepodleglosci 10, 61-875 Poznan, PolandDepartment of Commerce and Marketing, Institute of Marketing, Poznan University of Economics and Business, ul. Niepodleglosci 10, 61-875 Poznan, PolandDepartment of Economics, Poznan University of Life Sciences, ul. Wojska Polskiego 28, 60-637 Poznan, PolandFood product attributes may significantly influence the general perception of the product itself, as well as the willingness for its consumption. Assessment of the product is based on customers’ beliefs and individual preferences. Because meat-like products are presented as meat substitutes providing sufficient protein values, the present study aimed to determine the effect of protein source and labelling pointing at high protein content on the evaluation of the product. The experimental online study was conducted with a group of 552 respondents. Four versions of product packaging were designed and tested. These packages differed in the presence or absence of the Nutrition Claim and the presence of the text indicating the vegetable or meat origin of the product. Data collected in the experiment were analyzed using a 2 × 2 ANOVA. The study revealed that the source of protein (plant vs. animal) appears to shape consumers’ perception of the product as more eco-friendly (F (1.518) = 38.681, <i>p</i> < 0.001, η<sup>2</sup> = 0.069), natural (F (1.518) = 15.518, <i>p</i> < 0.001, η<sup>2</sup> = 0.029), and healthy (F (1.518) = 25.761, <i>p</i> < 0.001, η<sup>2</sup> = 0.047). Moreover, labelling including a “high-protein” Nutrition Claim increases the willingness to consume the product (F (1.518) = 4.531, <i>p</i> = 0.034, η<sup>2</sup> = 0.009), and provides the impression of it being more eco-friendly (F (1.518) = 6.658, <i>p</i> = 0.01, η<sup>2</sup> = 0.012) and of a higher quality (F (1.518) = 7.227, <i>p</i> = 0.007, η<sup>2</sup> = 0.014). The obtained results may have theoretical significance by improving the understanding of factors determining the perception of food products and the use of meat substitutes.https://www.mdpi.com/2076-3417/12/9/4128consumer perceptionmeat alternativesproteinsnutrition claims |
| spellingShingle | Marcin Adam Antoniak Andrzej Szymkowiak Benedykt Pepliński The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes Applied Sciences consumer perception meat alternatives proteins nutrition claims |
| title | The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes |
| title_full | The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes |
| title_fullStr | The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes |
| title_full_unstemmed | The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes |
| title_short | The Source of Protein or Its Value? Consumer Perception Regarding the Importance of Meat(-like) Product Attributes |
| title_sort | source of protein or its value consumer perception regarding the importance of meat like product attributes |
| topic | consumer perception meat alternatives proteins nutrition claims |
| url | https://www.mdpi.com/2076-3417/12/9/4128 |
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