Consumers’ acceptance of innovations in dry-cured ham: Impact of reduced salt content, prolonged aging time and new origin

The objective of this study was to evaluate effects of information about reduced salt content, prolonged aging time and new origin on the acceptance of dry-cured ham. The study was carried out in Norway and origins of tested hams were Norway and Spain. Consumers’ acceptance of hams was investigated in blind, expected and informed conditions. Results showed that ratings in the informed condition changed in the direction of the expectations and significant assimilation effects occurred for two products. Two consumer clusters were identified. Consumers in the first cluster were more open to trying new kinds of food and this attitude was exemplified by a relatively high expected score for dry-cured ham with reduced salt level, long aging and Spanish origin. Consumers in the second cluster were more sceptical to new food and new dishes. This was reflected in a relatively high expected score for the traditional Norwegian ham with high salt level and short aging time.