The relationship between attitudes, demographic factors and perceived consumption of meats and other proteins in relation to the BSE crisis: a regional study in the United Kingdom

This study investigates changes in perceived consumption, beliefs and attitudes about beef and other proteins over three rime periods that included much major media coverage of BSE-related issues. Demographic, consumption frequency of meat and other proteins and attitude scales relating to beef and BSE were administered to a sample of 1065 shoppers as they, left a supermarket. Significant changes in most of the consumption measures were found over the three time periods. Many sex and age differences were also found. Attitudes correlated positively with both consumption of beef and pork and negatively with consumption of quorn. Explanations for the findings are offered in terms of the theories of reasoned action, cognitive dissonance and attribution and the health belief Model. implications for possible interactions between long-term changes in beef consumption and those due to the BSE crisis are considered in terms of the justification for continuing to eat beef.