Table 2.

Effects of involvement on attitude, behavior, beliefs, and preferences.

Involvement-Related Items	Aware Light Lamb Meat Lover	Hesitant Light Lamb Meat Consumer	s.e.	p-Value
Attitude
Concern about antibiotics/hormones	5.95	5.53	0.20	0.16
Concern about fat/cholesterol	5.37	5.44	0.23	0.82
Concern about cancer of colon	4.21	4.37	0.26	0.67
What I like to eat is more important than healthy eating	3.09	3.86	0.24	0.02
Behavior
Decreased consumption from the past	3.37	4.02	0.22	0.04
Increasing consumption	4.14	3.26	0.17	0.001
Intention to decrease in near future	2.39	3.02	0.20	0.03
Format of purchase: quarters	4.23	3.53	0.23	0.04
Format of purchase: packaged in trays	3.47	3.72	0.26	0.5
Format of purchase: sliced at time of purchase	5.54	4.58	0.20	0.001
It is mainly the price that determines my choice of meat	4.09	3.98	0.20	0.69
The geographical origin of light lamb is important	5.89	5.37	0.18	0.04
Only eat light lamb meat at celebrations	2.79	3.14	0.22	0.26
Beliefs
Light lamb meat is food for children and women	2.32	2.05	0.22	0.40
Dark colored lamb meat is better than pale	3.21	3.35	0.17	0.57
Light lamb meat is healthy	5.46	5.12	0.19	0.22
Pale meat comes from young lambs	4.51	3.91	0.18	0.02
Light lamb meat with yellow fat is bad quality	4.46	3.88	0.17	0.02
Light lamb meat has strong taste/smell	3.54	4.14	0.23	0.07
Preferences
I like fatty light lamb meat	2.72	2.79	0.20	0.80
I like pale light lamb meat	4.53	4.21	0.18	0.22
I like light lamb meat with white fat	4.28	3.81	0.19	0.09
I like red light lamb meat rather than pink	4.07	4.19	0.20	0.68

Each item was scored on a seven-point Likert scale, ranging from 1 = “totally disagree” to 7 = “fully agree”.