Mandolesi Serena, Naspetti Simona, Arsenos Georgios, Caramelle-Holtz Emmanuelle, Latvala Terhi, Martin-Collado Daniel, Orsini Stefano, Ozturk Emel, Zanoli Raffaele
Department of Materials, Environmental Sciences and Urban Planning (SIMAU), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy.
Faculty of Veterinary Medicine, Aristotle University of Thessaloniki, P.O. Box 393, GR-54124 Thessaloniki, Greece.
Animals (Basel). 2020 Jun 26;10(6):1105. doi: 10.3390/ani10061105.
This international study involving seven European countries (Italy, UK, Finland, France, Spain, Greece, Turkey) was conducted to explore the relevant reasons that affect both consumer and non-consumer perceptions of sheep and goat meat. Laddering and means-end chain theory were applied. The results indicate that consumers associate sheep and goat meat with a unique taste, authenticity and natural production, linked with values such as health and enjoyment of life. In contrast, non-consumers mainly feel disgusted when they think and feel about these meats, and do not associate any specific health benefits to their consumption, disliking their taste, odour and fat content. This study is based on qualitative research. Only analytical generalizations are possible, expanding the theory on what drives consumer behaviour when purchasing meat. No previous means-end chain studies are available in the literature regarding small ruminants' meat consumer preferences.
这项涉及七个欧洲国家（意大利、英国、芬兰、法国、西班牙、希腊、土耳其）的国际研究旨在探究影响消费者和非消费者对绵羊肉和山羊肉看法的相关原因。研究应用了阶梯法和手段—目的链理论。结果表明，消费者将绵羊肉和山羊肉与独特的味道、正宗性和天然生产联系在一起，这些又与健康和生活乐趣等价值观相关联。相比之下，非消费者在想到和感觉到这些肉类时主要感到厌恶，并且不认为食用它们有任何特定的健康益处，他们不喜欢这些肉的味道、气味和脂肪含量。本研究基于定性研究。只能进行分析性概括，扩展关于购买肉类时驱动消费者行为因素的理论。文献中没有关于小型反刍动物肉类消费者偏好的先前手段—目的链研究。
