Consumer attitude towards low salt meat products

Food choice and food purchase are complex phenomena influenced not only by the sensorial characteristics of the product and its price, but also by other factors such as consumer attitudes towards the product. In this study the model of planned behavior of Ajzen was used to measure consumer attitudes towards low salt meat products. A 48-item questionnaire was completed in by 112 consumers representing different sociodemographic levels. The results obtained showed that the beliefs were not completely unitary and only health- and taste-related beliefs significantly improved attitude prediction. Perceived control was the most important aspect in explaining the behavioral intention of the consumers despite its relatively low consistency. Attitude and the subjective norm also had a significant effect on intention. Sociodemographic parameters clearly divided the consumers in several components of the model, the sex of the individuals being the most important aspect. The predictive ability of the model was clearly different depending on whether separation of the consumers by sex and indirect measures of attitude and subjective norm were taken into account. The model of planned behavior proved to be effective in predicting consumers' behavioral intention. However, there are some aspects of this model such as the biased measurement of attitude and consistency of perceived control which need further improvement.