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Consumers’ acceptance of a meat-mushroom burger and the role of information

This study examines consumers' acceptance of meat-mushroom burgers and the influence of persuasive messages on their eating behavior. The potential of future foods for sustainable and healthy diets is explored through sensory insights and culinary strategies. The study highlights the taste, health, and sustainability attributes of the mushroom burger, emphasizing its potential to mitigate the sensory effects of sodium reduction. The results suggest that a hybrid burger combining meat and mushrooms could be a viable strategy to increase vegetable consumption without excluding meat burgers completely.

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Consumers’ acceptance of a meat-mushroom burger and the role of information

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  1. Consumers’ acceptance of a meat-mushroom burger and the role of information Contact and more info: gs662@cornell.edu and www.giovannisogari.com

  2. The potential of future foods for sustainable andhealthy diets A. Parodi, et al. (2018) The potential of future foods for sustainable and healthy diets. Nature Sustainabilityvolume 1, pages782–789 (2018) https://doi.org/10.1038/s41893-018-0189-7

  3. Imitation meat market • 2010 Dietary Guidelines for Americans called for consumers to “shift food intake patterns to a more plant-based diet”. • Many US consumers consume well above the recommended levels of sodium, thus making sodium reduction in the diet a public health priority (Cordain et al. 2005). • Consumers are increasingly aware of the environmental impact of the food they consume (Briggeman & Lusk, 2011).

  4. Attributes • https://www.foodnavigator-usa.com/Article/2018/10/09/Mintel-What-meat-alternative-attributes-matter-most-to-consumers# Health and Sustainability are important but... ... ”Taste is essential”

  5. SENSORY • Appeal for such products is often lower • Culinary strategies and sensory insights • For example reduce sodium in foods without compromising sensory properties Source: Myrdal Miller, A., Mills, K., Wong, T., Drescher, G., Lee, S. M., Sirimuangmoon, C., et al. (2014). Flavor-enhancing properties of mushrooms in meat-based dishes in which sodium has been reduced and meat has been partially substituted with mushrooms. Journal of Food Science, 79, S1795eS1804.

  6. MUSHROOMS & the UMAMI TASTE • Low in energy, fat and sodium but high in protein, carbohydrate, and dietary fiber (USDA National Nutrient Database, 2011). • Variety of minerals and trace elements such as potassium and copper, and vitamins such as riboflavin, niacin, and folates. • They contain umami tastants glutamic acid, aspartic acid and 50-ribonucleotides

  7. The Blend Mushroom burger • 2014 The Blend was born • Students in more than 300 school districts across the country • Healthy flavors” initiative from the Culinary Institute of America, which teamed up with the Mushroom Council in 2011

  8. Previous studies • The sensory perspective of the beef-mushroom burger study (Guinard et al., 2016) . • For the 80% mushroom and 20% beef blend suggests that mushrooms do indeed have the potential to enhance flavor, and mitigate the sensory effects of sodium reduction. • Limited is known about consumers perception, preference, and purchase intention

  9. Our study • Aim: to investigate the role of different persuasive messages in shaping the eating behavior • Venue: Risley Dining Hall, Cornell • Period of data collection: October-December 2018, two days per week • Design: every week different information (two rounds), plus two weeks of no information between • Total sample: 279 college students • Participation fee

  10. BURGERS. MADE BETTER • BURGERS. BETTER FOR THE PLANET. Lower carbon footprint, less water usage, more sustainable. • BURGERS. UMAMI PERFECTION IN EVERY BITE. For more juicy, flavorful burgers. • BURGERS. BETTER FOR YOUR BODY. Packed with protein, nutrients and antioxidants. Messages

  11. Hypothesized Model • 3 parts of the study: pre, after eating and follow-up questionnaire • Used of the Structural Equation Modelling (SEM) approach to test the proposed model and the research hypotheses

  12. Expected results • In general participants have a high acceptance of this product • Higher expected preference ratings leads to higher perceived preference ratings for the burger • Providing extra information about the burger results in higher preference ratings relative to basic information • Consumers’ more positive attitude toward the future consumption of the burger leads to higher intentional behaviour and attitude

  13. Conclusions • Sensory objections to consume different protein-based foods • Hybrid burger might be a strategy for increasing vegetable consumption among college students without excluding meat burgers completely. • If consumers want to be part of the solution, they should be aware of their responsibility and act responsibly when choosing food

  14. Thank you Any questions? Team: Giovanni Sogari, Jie Li, Michele Lefebvre, Qian Wang, Shihua Huang, Cristina Mora, and Miguel I. Gómez

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