Consumers' attitudes, perceptions and willingness to try hazelnut skins-fed beef

Consumers are raising concerns over the ethical and social acceptability of feeding regimes used in animal-based food productions. However, the use of agro-industrial by-products, such as hazelnut skins as a strategy to reduce the environmental impact of livestock production may be negatively perceived from the consumer's perspective. Here, we investigated the factors predicting consumers' intentions to try meat obtained from cattle fed hazelnut skins. Nine hundred Italian regular meat consumers were recruited via an online provider of market research panels. Three different framings were presented to consumers as meat products fed with food industry by-products vs possessing either feed quality or an environmental benefit. Consumers generally responded positively to the product when they were informed that it helps promote sustainable production, reduces food waste, or improves feed quality, with no significant difference between framings. Consumers who reported not to be very concerned about feeding methods and to have a low green self-identity tended to be more skeptical towards the use of alternative feeds. The level of neophobia significantly influenced the respondents' risk perceptions. Our findings suggest that product characteristics and risk and benefit perceptions will significantly influence the acceptance of hazelnut skins as feed ingredient. The factor "environmental benefits" was a key predictor of "willingness to try", while concerns about the potential health effects were identified as a major barrier to accepting novel feed alternatives. This research confirms the great need to educate consumers in order to empower meat choices that are environmentally friendly at the production system level.