Effect of meat appearance on consumer preferences for pork chops in Greece and Cyprus.

The effect of meat appearance on consumers' preferences for pork chops was assessed using images manipulated for appearance characteristics. Data were collected from 412 consumers in Greece and Cyprus. Consumers were asked for their preference for pork chops from a book of computer-modified images and then completed a questionnaire of socio-demographic information, including eating and purchasing behaviour. Consumers under the age of 35 years showed preferences for dark red, lean pork, while consumers aged 35 years and older preferred either dark or light red pork. Gender appeared to be an important selection factor as men showed an increased preference for dark red pork while women preferred the light red. Consumers who stated that they like pork for its taste (91%) preferred either dark or light red pork chops while those who like pork for reasons other than taste preferred dark red, lean pork. Urban consumers preferred light red, fatty pork chops while the rural consumers preferred the dark red pork chops.