Assessing the Effect of Moral Concerns for Animals, Texture, Color and Satiety on Meat Avoidance

육류 기피에 미치는 동물에 대한 도덕관념, 질감, 색깔과 포만감의 영향 평가

The purpose of this study was to assess the effects of moral concerns for animals, meat texture, color in meat and satiety from meat on meat avoidance, and to assess the effect of meat avoidance on meat consumption. A total of 250 questionnaires were completed. Structural equation model was used to measure the causal effects of constructs. Results of the study demonstrated that fit of the restricted model is significantly worse than that of the unrestricted model, in which more parameters are estimated. The effects of moral concerns for animals, meat texture, and satiety from meat on meat avoidance were statistically significant. The effect of meat avoidance on meat consumption was statistically significant. Moreover, meat avoidance played a mediating role in the relationship between moral concerns for animals and meat consumption. Meat avoidance also played a mediating role in the relationship between satiety from meat and meat consumption. This study suggested that the consumer decision-making process for meat products is best modeled as a complex system that incorporates both direct and indirect effects on meat consumption. This study believed the evidence presented supports this position. Moreover, this study appeared to be a worthy area of pursuit.