Exploring the influence of external product attributes on consumers' perceived acceptance of pea protein as a protein substitute in food products

Abstract

The purpose of this study was to explore the influence of external product attributes on consumers’ perceived acceptance of pea protein as a protein substitute in food products. The interest in pea protein as a possible protein source was investigated and the various advantages of consuming pea protein were highlighted. In previous studies, pea protein was identified as a possible substitute for red meat (Davies & Lightowler, 1998), but also as protein containing the amino acid profile which corresponds with the profile recommended for adults by the Food and Agriculture Organisation (FAO) (Swendseid, 1981). Additionally the nutritional and health benefits, the environmental benefits of growing pea protein as well as the non-allergen declaration accompanying pea protein were discussed. The various factors that will influence the consumer’s decision making process when introduced to a new and unfamiliar protein source such as pea protein were investigated in terms of the external product attributes as well as the factors indicated in the Theory of Reasoned Action (TRA) (Fishbein & Ajzen, 1975). The external product attributes were identified as the influence of price, marketing of the product, packaging attributes of new food products, branding importance of a product and new product education and knowledge perceived necessary for acceptability of a new food product. The additional factors which were investigated, as indicated by the TRA, included the influence of the subjective norms or significant others, as well as the consumers’ personal attitude. attitude. Due to the limited insight and understanding of the influences that external product attributes have on a consumer’s perceived acceptance of pea protein as a protein substitute in food products, a qualitative exploratory research design was initiated. An exploratory research design was incorporated because this afforded the researcher the opportunity to gather thorough and comprehensive data or information and it also increased the richness and depth of explorations that could be researched (Key, 2002). The fact that an exploratory research design was incorporated, a non-probability sampling strategy was implemented. Additionally a convenient sampling strategy was also implemented because this type of sampling strategy represents sites or individuals from which data can easily be collected and where access is convenient (Cresswell, 2007). The unit of analysis for this research was female shoppers, being the main grocery and food shoppers in the household, who were living in suburban areas. The participants of the research, therefore, resided mainly in the Johannesburg and Pretoria suburban areas, within the Gauteng province and were chosen because these are two of the major suburban cities in South Africa. The data were collected through means of a multi-method approach whereby different data collection instruments were applied. In this regard focus group interviews, sentence completion exercise and a vignette were used which addressed the objectives set out in the study. From the findings of the study on the influence of external product attributes on consumers’ perceived acceptance of new products in general and new products containing pea protein, it was found that there were not any noticeable differences between a new food product and a new food product containing pea protein. The consumer did not indicate a greater willingness to accept general new products in comparison to a pea protein product. On the contrary, the fact that a new product contained pea protein did not make any difference. For consumers external product attributes in general played a major role in their purchasing decision making process. The most important requirement that the consumers had was that additional information regarding the pea protein should be provided. It was indicated by the participants that they would be interested in the pea protein product and consider purchasing it and incorporating it into their daily diet, providing they knew more about the product and had sufficient background information about the new product. Furthermore, the importance of marketing of a new product was highlighted and the fact that the packaging of the new product should be attractive and eye-catching. Price competiveness was mentioned, however, should a new and unfamiliar product be introduced by a well-known brand, this would lower the initial resistance to the new product. One of the main limitations of this study is the relatively small sample size from a particular area in South Africa and, therefore, resulting in a very selective sample. The sample, therefore, remains one of convenience which limits the ability to generalize or transfer findings to a bigger group of consumers. Furthermore the study location was within a limited area, namely Gauteng. For this reason no assumptions were made nor were findings considered to be transferable to other population groups or consumer groups. Another limitation is that the topic of this study is very new and unfamiliar; there are, therefore, no previous studies with which to compare the findings. This study was exploratory in nature and the instruments were chosen specifically to explore a new and unfamiliar topic. The transferability of this study might be limited, but care was taken to describe the research context in as much detail as possible. In doing so, an attempt was made to enhance the transferability, should another researcher wish to duplicate the study. From the findings of this study certain recommendation can be made as most participants were of the opinion that they would be interested in the pea protein product and consider purchasing it and incorporating it into their daily diet provided they knew more about the product and sufficient background information had been supplied. Furthermore, it was noted from the findings that these external attributes would influence the new product acceptability and, therefore, giving the research and developers as well as the marketing team of a manufacturing company the information necessary to understand the requirements from the consumers regarding the product containing pea protein better and how this product should be marketed as a healthy alternative to other vegetable protein sources. Further recommendations are that should a food manufacturing company wish to develop a pea protein product, they would need to promote the product beforehand and create an awareness of the advantages and benefits of pea proteins. This can be done by editorials in magazines as well as promotions in printed media. Additionally, the competition between products and brands is fierce and, therefore, manufacturing companies need to differentiate their products to keep consumers interested in their product or brand. Pea protein is a new and innovative product and can, therefore, add that differentiation and benefit to food products. Future research that can be considered is that of a sensory study, to determine the actual viability of the pea protein products based on sensory evaluation. One of the main criteria indicated for the acceptability of a food product containing pea protein has been the taste. The present research was theoretical and exploratory in nature and, therefore, there were no actual products which the participants could taste. Additionally, the inclusion criteria for this study was identified as female shoppers who are in charge of household grocery and food purchases and were, therefore, specifically recruited to participate in the research. However, based on a study done by Jensen (2011), it is recommended that further studies specifically include males because men are doing more of the household grocery shopping and they are not as brand loyal as females and would, therefore, be more willing to try and experiment with new food products. A study based on the gender differences of the acceptability of new products, could highlight different extrinsic attributes that would influence the purchasing decision.