An analysis of consumer perceptions of ground beef labels concerning lactic acid bacteria additives



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It is estimated that 76 million Americans get sick, more than 300,000 are hospitalized, and 5,000 people die from foodborne illnesses each year (CDC, 2003). Lactic acid bacteria were developed as a ground beef additive to reduce the prevalence of E.coli O157:H7. This study follows Rogers' (1995) diffusion of innovations theory to investigate the knowledge levels of lactic acid bacteria in ground beef consumers and to investigate the effect of educational information on the adoption rate of lactic acid bacteria. This study was conducted using a static-group comparison design to obtain information about the effects of educational materials on consumers' perceived differences of acceptability of the USDA approved statements about lactic acid bacteria. Educational material did positively effective the perceptions of lactic acid bacteria’s inclusion in ground beef.