Fresh meat packaging

Consumer acceptance of modified atmosphere packaging including carbon monoxide

Carola Grebitus, Helen H. Jensen, Jutta Roosen, Joseph G. Sebranek

Research output: Contribution to journalArticle

19 Citations (Scopus)

Abstract

Consumers' perceptions and evaluations of meat quality attributes such as color and shelf life influence purchasing decisions, and these product attributes can be affected by the type of fresh meat packaging system. Modified atmosphere packaging (MAP) extends the shelf life of fresh meat and, with the inclusion of carbon monoxide (CO-MAP), achieves significant color stabilization. The objective of this study was to assess whether consumers would accept specific packaging technologies and what value consumers place on ground beef packaged under various atmospheres when their choices involved the attributes of color and shelf life. The study used nonhypothetical consumer choice experiments to determine the premiums that consumers are willing to pay for extended shelf life resulting from MAP and for the "cherry red'' color in meat resulting from CO-MAP. The experimental design allowed determination of whether consumers would discount foods with MAP or COMAP when (i) they are given more detailed information about the technologies and (ii) they have different levels of individual knowledge and media exposure. The empirical analysis was conducted using multinomial logit models. Results indicate that consumers prefer an extension of shelf life as long as the applied technology is known and understood. Consumers had clear preferences for brighter (aerobic and CO) red color and were willing to pay $0.16/lb ($0.35/kg) for each level of change to the preferred color. More information on MAP for extending the shelf life and on CO-MAP for stabilizing color decreased consumers' willingness to pay. An increase in personal knowledge and media exposure influenced acceptance of CO-MAP negatively. The results provide quantitative measures of how packaging affects consumers' acceptance and willingness to pay for products. Such information can benefit food producers and retailers who make decisions about investing in new packaging methods.

Original languageEnglish (US)
Pages (from-to)99-107
Number of pages9
JournalJournal of Food Protection
Volume76
Issue number1
DOIs
StatePublished - Jan 2013

Fingerprint

consumer acceptance
carbon monoxide
modified atmosphere packaging
Product Packaging
Carbon Monoxide
Atmosphere
Meat
packaging
meat
shelf life
willingness to pay
color
Color
Technology
consumer attitudes
information technology
ground beef
consumer preferences
purchasing
logit analysis

ASJC Scopus subject areas

  • Food Science
  • Microbiology

Cite this

Fresh meat packaging : Consumer acceptance of modified atmosphere packaging including carbon monoxide. / Grebitus, Carola; Jensen, Helen H.; Roosen, Jutta; Sebranek, Joseph G.

In: Journal of Food Protection, Vol. 76, No. 1, 01.2013, p. 99-107.

Research output: Contribution to journalArticle

Grebitus, Carola ; Jensen, Helen H. ; Roosen, Jutta ; Sebranek, Joseph G. / Fresh meat packaging : Consumer acceptance of modified atmosphere packaging including carbon monoxide. In: Journal of Food Protection. 2013 ; Vol. 76, No. 1. pp. 99-107.
@article{f470d169ac5e4d77af910b06dd38ac64,
title = "Fresh meat packaging: Consumer acceptance of modified atmosphere packaging including carbon monoxide",
abstract = "Consumers' perceptions and evaluations of meat quality attributes such as color and shelf life influence purchasing decisions, and these product attributes can be affected by the type of fresh meat packaging system. Modified atmosphere packaging (MAP) extends the shelf life of fresh meat and, with the inclusion of carbon monoxide (CO-MAP), achieves significant color stabilization. The objective of this study was to assess whether consumers would accept specific packaging technologies and what value consumers place on ground beef packaged under various atmospheres when their choices involved the attributes of color and shelf life. The study used nonhypothetical consumer choice experiments to determine the premiums that consumers are willing to pay for extended shelf life resulting from MAP and for the {"}cherry red'' color in meat resulting from CO-MAP. The experimental design allowed determination of whether consumers would discount foods with MAP or COMAP when (i) they are given more detailed information about the technologies and (ii) they have different levels of individual knowledge and media exposure. The empirical analysis was conducted using multinomial logit models. Results indicate that consumers prefer an extension of shelf life as long as the applied technology is known and understood. Consumers had clear preferences for brighter (aerobic and CO) red color and were willing to pay $0.16/lb ($0.35/kg) for each level of change to the preferred color. More information on MAP for extending the shelf life and on CO-MAP for stabilizing color decreased consumers' willingness to pay. An increase in personal knowledge and media exposure influenced acceptance of CO-MAP negatively. The results provide quantitative measures of how packaging affects consumers' acceptance and willingness to pay for products. Such information can benefit food producers and retailers who make decisions about investing in new packaging methods.",
author = "Carola Grebitus and Jensen, {Helen H.} and Jutta Roosen and Sebranek, {Joseph G.}",
year = "2013",
month = "1",
doi = "10.4315/0362-028X.JFP-12-045",
language = "English (US)",
volume = "76",
pages = "99--107",
journal = "Journal of Food Protection",
issn = "0362-028X",
publisher = "International Association for Food Protection",
number = "1",

}

TY - JOUR

T1 - Fresh meat packaging

T2 - Consumer acceptance of modified atmosphere packaging including carbon monoxide

AU - Grebitus, Carola

AU - Jensen, Helen H.

AU - Roosen, Jutta

AU - Sebranek, Joseph G.

PY - 2013/1

Y1 - 2013/1

N2 - Consumers' perceptions and evaluations of meat quality attributes such as color and shelf life influence purchasing decisions, and these product attributes can be affected by the type of fresh meat packaging system. Modified atmosphere packaging (MAP) extends the shelf life of fresh meat and, with the inclusion of carbon monoxide (CO-MAP), achieves significant color stabilization. The objective of this study was to assess whether consumers would accept specific packaging technologies and what value consumers place on ground beef packaged under various atmospheres when their choices involved the attributes of color and shelf life. The study used nonhypothetical consumer choice experiments to determine the premiums that consumers are willing to pay for extended shelf life resulting from MAP and for the "cherry red'' color in meat resulting from CO-MAP. The experimental design allowed determination of whether consumers would discount foods with MAP or COMAP when (i) they are given more detailed information about the technologies and (ii) they have different levels of individual knowledge and media exposure. The empirical analysis was conducted using multinomial logit models. Results indicate that consumers prefer an extension of shelf life as long as the applied technology is known and understood. Consumers had clear preferences for brighter (aerobic and CO) red color and were willing to pay $0.16/lb ($0.35/kg) for each level of change to the preferred color. More information on MAP for extending the shelf life and on CO-MAP for stabilizing color decreased consumers' willingness to pay. An increase in personal knowledge and media exposure influenced acceptance of CO-MAP negatively. The results provide quantitative measures of how packaging affects consumers' acceptance and willingness to pay for products. Such information can benefit food producers and retailers who make decisions about investing in new packaging methods.

AB - Consumers' perceptions and evaluations of meat quality attributes such as color and shelf life influence purchasing decisions, and these product attributes can be affected by the type of fresh meat packaging system. Modified atmosphere packaging (MAP) extends the shelf life of fresh meat and, with the inclusion of carbon monoxide (CO-MAP), achieves significant color stabilization. The objective of this study was to assess whether consumers would accept specific packaging technologies and what value consumers place on ground beef packaged under various atmospheres when their choices involved the attributes of color and shelf life. The study used nonhypothetical consumer choice experiments to determine the premiums that consumers are willing to pay for extended shelf life resulting from MAP and for the "cherry red'' color in meat resulting from CO-MAP. The experimental design allowed determination of whether consumers would discount foods with MAP or COMAP when (i) they are given more detailed information about the technologies and (ii) they have different levels of individual knowledge and media exposure. The empirical analysis was conducted using multinomial logit models. Results indicate that consumers prefer an extension of shelf life as long as the applied technology is known and understood. Consumers had clear preferences for brighter (aerobic and CO) red color and were willing to pay $0.16/lb ($0.35/kg) for each level of change to the preferred color. More information on MAP for extending the shelf life and on CO-MAP for stabilizing color decreased consumers' willingness to pay. An increase in personal knowledge and media exposure influenced acceptance of CO-MAP negatively. The results provide quantitative measures of how packaging affects consumers' acceptance and willingness to pay for products. Such information can benefit food producers and retailers who make decisions about investing in new packaging methods.

UR - http://www.scopus.com/inward/record.url?scp=84872707676&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84872707676&partnerID=8YFLogxK

U2 - 10.4315/0362-028X.JFP-12-045

DO - 10.4315/0362-028X.JFP-12-045

M3 - Article

VL - 76

SP - 99

EP - 107

JO - Journal of Food Protection

JF - Journal of Food Protection

SN - 0362-028X

IS - 1

ER -