The relationship between attitudes, demographic factors and perceived consumption of meats and other proteins in relation to the BSE crisis: a regional study in the United Kingdom

This study investigates changes in perceived consumption, beliefs and attit udes about beef and other proteins over three rime periods that included mu ch major media coverage of BSE-related issues. Demographic, consumption fre quency of meat and other proteins and attitude scales relating to beef and BSE were administered to a sample of 1065 shoppers as they, left a supermar ket. Significant changes in most of the consumption measures were found ove r the three time periods. Many sex and age differences were also found. Att itudes correlated positively with both consumption of beef and pork and neg atively with consumption of quorn. Explanations for the findings are offere d in terms of the theories of reasoned action, cognitive dissonance and att ribution and the health belief Model. implications for possible interaction s between long-term changes in beef consumption and those due to the BSE cr isis are considered in terms of the justification for continuing to eat bee f.