Effect of consumer education on the purchase of soy-containing bakery items
1993
McIsaac, C. | Potter, S.M. | Weigel, M.M.
This study investigated the effect of consumer education on health benefits of soy on the purchasing of soy-containing baked products. Baked goods containing soy protein isolate and soy cotyledon fiber were displayed next to similar wheat products in a university cafeteria. The study was conducted in two phases. During phase one, products were offered without prior consumer education. During phase two, posters and table tents describing the health benefits associated with soy protein and fiber in relation to heart disease and cancer were prominently displayed throughout the cafeteria and in close proximity to where the products were offered. During both phases, sales figures for products were monitored and purchasing behavior and acceptability were assessed through surveys. Results indicated a positive association between consumer education and the increased purchase of soy-containing baked products (X2 = 8.03, 1 df, P < 0.005). Products containing soy received excellent or good ratings from 75% of respondents (n = 59), indicating favorable product acceptance. These results suggest that consumers are willing to purchase soy-containing baked products that they perceive as having health benefits.
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