Factors influencing consumption of pork and poultry in the Irish market.

Comparisons of Irish consumers' beliefs about pork and poultry in the framework of Fishbein and Ajzen's Theory of Reasoned Action (TRA) showed that poultry is viewed as the tastier, healthier and less expensive of the two meats while pork is viewed as the safer meat. The influence of attitudes and important others on intention to consume these meats was explored and the findings support the basic structure of the TRA model. In this study, both attitudes towards poultry and pork consumption and the influence of important others influenced intention to consume pork and poultry, but attitude was of greater importance. For poultry, health, eating enjoyment, safety and price were most important determinants of attitude with environment and animal welfare less so. In the case of pork, health, eating enjoyment, safety and animal welfare were most important determinants of attitude with environment and price less so. Furthermore, doctor's advice influenced the subject norm for both poultry and pork, which in turn influenced intention to consume, while dietician's advice only influenced the subject norm for pork.