Surely offal isn't that awful? An exploration of the mediating effect of expected product characteristics on the acceptance of offal-enriched foods

Offal is a nutritious food source that has been identified in having a role to play in improving the environmental sustainability of meat. However, current research has not identified how offal can be more acceptable to UK consumers. This study aimed to examine whether acceptance improved when offal was combined with more familiar meat cuts within an uncooked product (i.e., offal-enriched minced meat). Furthermore, acceptance of cooked offal-enriched meals (e.g., spaghetti bolognese with beef mince and liver) were explored in a path model that focused on the interaction between psychological characteristics and expected product characteristics. In an online survey with UK meat eaters (N = 390), expected product characteristics and acceptance were measured in response to images and descriptions of hypothetical uncooked meat products and cooked meals. As expected, offal-enriched minced meat was more acceptable than offal in its typical form. The mediation analysis showed that the relationship between health motives and acceptance of offal-enriched meals was partially mediated by expected taste and curiosity. Also, the relationship between food neophobia and acceptance was completely mediated by familiarity, expected taste and curiosity. Finally, the relationship between impression management and acceptance was completely mediated by curiosity and expected taste. The results highlight a potential pathway for the inclusion of offal into the UK diet, particularly for male consumers. To convert curiosity into regular consumption, it is essential that the initial experience with offal is enjoyable and not deemed abnormal.