Consumer Preference, Behavior And Perception About Meat

This literature review considers consumer attitudes about meat from three perspectives: psychological, sensory, and marketing. Psychological factors include lifestyle and values, socio-cultural effects, expectations, risk, and attitude. Sensory factors are appearance, odor, flavor, and texture. The marketing aspects are price, label, brand, and availability. Although the goal of this article is to illuminate selling points for meat, the discussion of consumer associations with meat and the many studies cited may also be helpful to advocates campaigning for a reduction in meat consumption.

“Meat and meat products currently represent an important source of protein in the human diet, and their quality varies according to intrinsic and extrinsic parameters that can sometimes be shaped to make a product more desirable. Because consumers are the final step in the production chain, it is useful to identify which factors affect their behavioral patterns. This would allow the meat sector to better satisfy consumer expectations, demands and needs. This paper focuses on features that might influence consumer behavior, preferences and their perception of meat and meat products with respect to psychological, sensory and marketing aspects. This multidisciplinary approach includes evaluating psychological issues such as attitudes, beliefs, and expectations; sensory properties such as appearance, texture, flavor and odor; and marketing-related aspects such as price and brand.”