Free word association perceptions of red meats; beef is 'yummy', bison is 'lean game meat', horse is 'off limits'. (October 2021)

• Record Type: Journal Article
• Authors: Popoola, Ibironke O.; Anders, Sven; Feuereisen, Michelle M.; Savarese, Mariarosaria; Wismer, Wendy V.
• Is Part Of: Food research international. Volume 148(2021)
• Publication Date: 2021-10
• Subjects: Free word association -- Familiarity -- Bison -- Horse -- Beef -- Meat -- Variety seeking -- Food involvement; Food -- Analysis -- Periodicals; Food industry and trade -- Periodicals; Food industry and trade -- Canada -- Periodicals; Food Technology -- Periodicals; Food -- Periodicals; Food-Processing Industry -- Periodicals; Aliments -- Industrie et commerce -- Périodiques; Aliments -- Industrie et commerce -- Canada -- Périodiques; Aliments -- Recherche -- Périodiques; Food industry and trade; Canada; Periodicals; Electronic journals; 664.005
• DOI: 10.1016/j.foodres.2021.110608
• Languages: English
• ISSNs: 0963-9969

Abstract

Graphical abstract: Highlights: Eating quality of beef is positive despite production and environmental concerns. Bison as lean game meat suggests its current production practice is unfamiliar. Horses are pets and companions and are not to be eaten. High food involvement consumers may consider bison consumption. Abstract: Reduced consumption of conventional red meats due to environmental and health concerns may create interest in less familiar red meats from alternative animal species. The objective of this study was to identify perceptions of three red meats; beef, a familiar meat, and bison and horse meat, less familiar red meat alternatives. A total of 145 western Canadian participants completed an on-line survey that included a free word association task, food variety seeking and food involvement scales, and meat consumption and demographic questions. The free word association yielded 41 word categories of diverging perceptions of the 3 meats. Beef was described with positive sensory attributes and well-liked foods, yet with environmental, ethical and production concerns, reflecting the 'meat eaters' paradox'. Bison was perceived as a lean game meat, suggesting a lack of awareness of current bison production and retail availability. Horse meat was unfamiliar to 80% of the participants. Horse meat was acknowledged to be consumed in other regions, however as a companion animal and pet, the dominant perception of horse meat was that it was unacceptable for eating. Participants were clustered into four groups based on the combined food-related personality traits of variety seeking and food involvement. The high food involvement cluster associated bison with positive eating quality attributes and may be amenable to its consumption when provided with accurate information about bison production.