Extending the theory of planned behavior to examine the role of meat-eater identity: The case of dry-aged beef.

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.

Consumer Intention towards Buying Edible Beef Offal and the Relevance of Food Neophobia.

Enhancing the willingness to eat edible offal can be a valuable strategy to mitigate the greenhouse gas (GHG) emissions related to growing meat production and to provide food with high protein content to a growing global population. Although some edible offal is considered delicacies, we hardly find such foods in Western countries' everyday diet, and their human consumption has decreased during the last decades. This study analyses the consumer purchase intention of BEEF edible offal using an extended version of the Theory of Planned Behaviour (TPB), where food neophobia and food disgust sensitivity play an essential role in determining consumers' willingness to eat beef edible offal.