Perceptions of nutritional value, sensory appeal, and price influencing customer intention to purchase frozen beef: Evidence from Indonesia

Sri Rahayu Hijrah Hati, Ina Zulianti, Adrian Achyar, Anya Safira

Research output: Contribution to journalArticlepeer-review

Abstract

The lack of public understanding of frozen meat encourages consumers to buy only fresh meat, which has caused imported frozen meat to remain unabsorbed by the market despite the growing demand for meat. This study aims to analyze consumer perceptions that affect the intention to purchase frozen meat, which is mediated by the attitude toward frozen meat. Several factors were tested: perceived nutritional content, perceived sensory appeal, and perceived price. The method used in this study is quantitative ̶ an online questionnaire collects data from 536 customers who are the buyers and decision-makers in buying meat in their household. Structural equation modeling (SEM) was used to analyze the data. The results of this study indicate that higher consumer perceptions of nutritional content, sensory appeal, and price lead to higher attitudes toward frozen meat and in turn, increase purchase intention.

Original languageEnglish
Article number108306
JournalMeat Science
Volume172
DOIs
Publication statusPublished - Feb 2021

Keywords

  • Attitude
  • Nutritional content
  • Perception
  • Price
  • Purchase intention
  • Sensory appeals

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