Effects of Meat Attachment and Social Normative Messaging on Consumer Acceptance of a Blended Plant-Forward Sausage Patty

Author

Benjamin Garza, University of the Incarnate WordFollow

Date of Degree

5-2024

Document Type

Thesis

Degree Name

Master of Science (MS)

Program

Nutrition

Advisor

Neeta Singh

Advisor

Beth Senne-Duff

Advisor

Rachel Walker

Abstract

OBJECTIVE, The consumption of red and processed meat in the U.S. diet is rooted in psychological and social determinants. While meat alternatives (e.g., Beyond Beef) have recently entered the food and beverage market, they are not well received by consumers. The purpose of this study was to examine the effect of meat attachment and social normative messages on consumer acceptance of a blended, plant-forward meat product. METHODS. Seventy-one university students (Age: M = 22.14; Gender: Female = 52) between the ages of 18-30 years and without food allergies were recruited. This study utilized a 2 (between-subjects; social normative messages) x 2 (within-subjects, form of sausage patty) mixed design. Subjects were randomly assigned to view and critique a brief 30-second video with or without descriptive social normative messages. All participants evaluated the appearance, texture, flavor, aroma, and juiciness of a full-meat breakfast sausage patty (100% meat) and a plant-forward patty (50% meat, 50% texture vegetable protein), then completed the meat attachment questionnaire (MAQ). RESULTS. Participants preferred the appearance (+0.72, p < .001), aroma (+0.38, p < .001), flavor (+0.54, p < .001), and juiciness (+0.35, p = .039) of the full meat patty compared to the plant-forward patty, with no identifiable difference between texture (+.02, p = .204) and overall acceptance (-.04, p = .79), regardless of the exposure to social normative messages. Although controlling for meat attachment affected the evaluation of patty appearance, this was not the case for sensory characteristics (p = .004, η² = .119). Lastly, sensory evaluations seemed to depend on the form of sausage patty and exposure to normative messages for appearance (p = .043, η² = .059). and texture (p = .014, η² = .086). Yet, outcomes were contradictory and somewhat against predictions. CONCLUSION. Blended, plant-forward, meat alternatives could be an effective means to reduce meat consumption, especially when considering the texture and overall acceptance of the product. Future studies and development of plant-forward goods should seek to include varying proportions of textured vegetable protein. Further, the effect of descriptive social messages and meat attachment on consumer evaluations is not clear. More stringent and focused normative message exposures and a diverse subject pool are required to elucidate any possible effects on the sensory evaluation of food products.

Recommended Citation

Garza, Benjamin, "Effects of Meat Attachment and Social Normative Messaging on Consumer Acceptance of a Blended Plant-Forward Sausage Patty" (2024). Theses & Dissertations. 445.
https://athenaeum.uiw.edu/uiw_etds/445