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Measuring Consumer Resistance to Innovation in Meat Packaging-Evidence from Choice Experiments Open Access


Other title
Meat packaging
Consumer behaviour
Type of item
Degree grantor
University of Alberta
Author or creator
Chen, Qing
Supervisor and department
Anders, Sven (Resource Economics and Environmental Sociology) and An, Henry(Resource Economics and Environmental Sociology)
Examining committee member and department
Temelli, Feral (Agricultural, Food and Nutritional Science)
An, Henry (Resource Economics and Environmental Sociology)
Anders, Sven (Resource Economics and Environmental Sociology)
Department of Resource Economics and Environmental Sociology
Agricultural and Resource Economics
Date accepted
Graduation date
Master of Science
Degree level
In this thesis, consumers’ perceptions and willingness-to-pay for a new packaging technology for beef steaks, vacuum packaging, are measured using real choice experiments and different information scenarios. The findings suggest that information plays an important role in consumers’ attitudes towards vacuum packaged beef steaks: beneficial information affects consumers’ behaviour in a positive way and is more dominant after negative information has been provided. There was no significant evidence to support that consumers are willing to pay more for beef steak with a long shelf-life or beef ageing. The Food Technology Neophobia Scale (FTNS) was used to measure differences in consumers’ perceptions of food innovation. The findings show that there were no significant relationships between socio-demographic characteristics with FTNS. Using mixed logit models, a consumer’s willingness to purchase vacuum packaged beef steak increased with the education level, the income level, the presence of children in the household, and decreased with FTNS scores.
Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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File title: 010112 track revising no track change lab use Measuring Consumer Resistance to Innovation in Meat Packaging - Qing Chen Thesis Final
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