Gutierrez Luciano, Lai Roberto, Nocella Giuseppe, Sabbagh Maria
Department of Agricultural Sciences, University of Sassari, Sassari, Italy.
Cooperativa Produttori Arborea-Società Agricola, Arborea, Italy.
Meat Sci. 2024 Jan;207:109372. doi: 10.1016/j.meatsci.2023.109372. Epub 2023 Oct 24.
Dry-aged beef provides superior qualities and a unique taste experience due to its exceptional sensory attributes, including tenderness, juiciness, and flavor, compared to traditional beef. Our study focused on the factors that impact consumers' intention to consume and willingness to pay for dry-aged beef. We implemented an extended version of the Theory of Planned Behavior (TPB) model that contains a measure of meat-eater identity to analyze the intention to consume and the willingness to pay a premium for dry-aged beef steak that has undergone 21-30 days of aging. An online survey was conducted with a stratified sample of Italian respondents (n = 944). The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The TPB's effectiveness was enhanced by adding the meat-eater identity construct to the model. Specifically, it was found that the participants' meat-eater identity significantly influenced their intention to consume. The results also revealed that the most critical impact of identity comes from the mediated influence of attitudes, subjective norms, and perceived behavioral control. Finally, the intention to consume strongly influenced the willingness to pay for a dry-aged beef steak.
与传统牛肉相比，干式熟成牛肉因其独特的感官特性，包括嫩度、多汁性和风味，具有卓越的品质和独特的味觉体验。我们的研究聚焦于影响消费者食用干式熟成牛肉的意愿以及为此支付溢价的意愿的因素。我们采用了计划行为理论（TPB）模型的扩展版本，该模型包含肉食者身份度量，以分析食用意愿以及为经过21至30天熟成的干式熟成牛排支付溢价的意愿。我们对意大利受访者进行了分层抽样在线调查（n = 944）。数据采用偏最小二乘结构方程模型（PLS-SEM）进行分析。通过在模型中加入肉食者身份结构，TPB的有效性得到了增强。具体而言，发现参与者的肉食者身份显著影响了他们的食用意愿。结果还表明，身份的最关键影响来自态度、主观规范和感知行为控制的中介影响。最后，食用意愿强烈影响了为干式熟成牛排支付溢价的意愿。
