title: Creating Public Awareness of How Goats Are Reared and Milk Produced May Affect Consumer Acceptability.
abstract: This study evaluated whether showing a video of the different ways of raising goats for milk affected consumer acceptability. Four combinations, 2 Videos (intensive [INT] and semiextensive [SEM] system) × 2 Milk Types (semiskimmed [S] and whole [W] milk), were evaluated by 70 habitual consumers of goat milk, who scored their liking and purchase intention during blind (B), expected (E), and informed (I) acceptability sessions. In the B session, consumers tasted both milk types without information. S samples were preferred over W samples. In the E session, SEM video created high expectations in terms of milk liking and purchase intent, whereas the opposite happened when showing INT video. In the I session, consumers showed a clear preference for combinations created using SEM video, regardless of milk type. W-SEM and S-INT were worse (negative disconfirmation) and better (positive disconfirmation) than expected, respectively. A complete assimilation toward expectations occurred only for S-INT. INT video adversely affected the acceptability of S samples. Concerning purchase intent, W-SEM and S-SEM were worse than expected, but the assimilation was complete only for S-SEM: SEM video increased purchase intent for S samples.
authors.affiliation: a School of Agricultural, Forestry, Food and Environmental Sciences, University of Basilicata , Potenza , Italy.
authors.forename: Mauro
authors.initials: M
authors.lastname: Musto
authors.affiliation: a School of Agricultural, Forestry, Food and Environmental Sciences, University of Basilicata , Potenza , Italy.
authors.forename: Daniele
authors.initials: D
authors.lastname: Cardinale
authors.affiliation: b Upgrade Association , Tolve (PZ) , Italy.
authors.forename: Pietro
authors.initials: P
authors.lastname: Lucia
authors.affiliation: a School of Agricultural, Forestry, Food and Environmental Sciences, University of Basilicata , Potenza , Italy.
authors.forename: Daniela
authors.initials: D
authors.lastname: Faraone
mesh_terms: D000328:Adult; D000368:Aged; D000704:Analysis of Variance; D000822:Animal Husbandry; D000827:Animal Welfare; D000818:Animals; D001290:Attitude; D003258:Consumer Behavior; D005260:Female; D006041:Goats; D006801:Humans; D007774:Lactation; D008297:Male; D008875:Middle Aged; D008892:Milk / Q000378:metabolism; D014741:Video Recording; D055815:Young Adult
keywords: Animal welfare; acceptability; expectation; rearing systems; video information