Polish Consumers' Attitudes towards 'Clean Meat'

• Autorzy: Magdalena Ankiel , Marta Łyko , Bogdan Pachołek

Warianty tytułu

Postawy polskich konsumentów wobec "czystego mięsa"

• Języki publikacji: EN

Abstrakty

EN

An understanding over potential consumers' openness and need for a product, as well as their reservations and expectations, is essential for launching a new product, 'clean meat' not being an exception. Research has been conducted in terms of attitudes, perception, and reservations, but most often in forms of analysing declarations rather than actual observations of consumer behaviour. The aim of the study was to assess consumer attitudes towards 'clean meat', in particular acceptance, perception, barriers, and factors influencing attitudes towards 'clean meat'. The study was voluntary, conducted using online survey and addressed to respondents up to the age of 55 years. The research sample consisted of 418 respondents, representing a diversified sociodemographic profile. The results of the survey showed that for many respondents meat was an important part of their diet and eaten frequently. A majority of the respondents were not aware of the meaning of the expression 'clean meat', though after a brief introduction to the product, a majority expressed being open to trying it. Availability, taste, and higher price were identified as the biggest barriers against trying 'clean meat', and potential of the invention, interest aroused, and its perceived benefit for the environment were the qualities most associated with this invention. (original abstract)

Zrozumienie otwartości i zapotrzebowania potencjalnych konsumentów na produkt, a także ich zastrzeżeń i oczekiwań jest niezbędne przy wprowadzaniu nowego produktu na rynek, a czyste mięso nie jest tu wyjątkiem. Przeprowadzono badania w zakresie otwartości, percepcji i zastrzeżeń, ale najczęściej w formie analizy deklaracji, a nie rzeczywistych obserwacji zachowań konsumentów. Celem badania była ocena konsumenckich postaw wobec "czystego mięsa", w szczególności akceptacji, percepcji, barier i czynników wpływających na postawę wobec "czystego mięsa". Badanie było dobrowolne, przeprowadzone za pomocą ankiety internetowej i skierowane do respondentów w wieku do 55 lat. Próba badawcza składała się z 418 respondentów, reprezentujących zróżnicowany profil socjodemograficzny. Wyniki badania wykazały, że dla wielu respondentów mięso jest ważną częścią diety i jest często spożywane. Większość respondentów nie wiedziała, czym jest "czyste mięso", ale po krótkim wprowadzeniu do produktu większość wyraziła chęć spróbowania go. Dostępność, smak i wyższa cena zostały zidentyfikowane jako największe bariery przed wypróbowaniem "czystego mięsa", a potencjał wynalazku, wzbudzone zainteresowanie i postrzegane korzyści dla środowiska były cechami najbardziej kojarzonymi z tym wynalazkiem. (abstrakt oryginalny)

Słowa kluczowe

EN

Meat; Production of meat; Consumer behaviour; Consumer preferences; Product perception; Eating habits of Polish people

PL

Mięso; Produkcja mięsa; Zachowania konsumenta; Preferencje konsumenta; Percepcja produktu; Odżywianie się Polaków

• Czasopismo: Marketing Instytucji Naukowych i Badawczych
• Rocznik: 2023
• Numer: nr 4 (50)
• Strony: 115--136

Twórcy

autor

Magdalena Ankiel

• Uniwersytet Ekonomiczny w Poznaniu

autor

Marta Łyko

• Uniwersytet Ekonomiczny w Poznaniu

autor

Bogdan Pachołek

• Uniwersytet Ekonomiczny w Poznaniu

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Identyfikatory

DOI

10.2478/minib-2023-0025