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Salting decreases water activity (aw) of meat below the level at which bacteria can grow and display metabolic activity. Unfavourable changes in taste and color of meat are drawbacks of salting. Immersing in water or rinsing of salted meat products substantially decreases their nutritive value. Pickling is superior to salting because it involves relatively low amounts of salt supplemented with nitrates(III and V) and auxiliary chemicals which improve sensory properties of meat. Supplementing of salt used in pickling with nitrate- (III) ions imparts desired color and smashing taste, inhibits bacteria, eliminates the risk of bacterial toxin synthesis and prevents oxidation processes. An excess of nitrates(III) and their derivatives poses a threat to consumers’ health. Trials to replace nitrates(III) with other chemical compounds or natural protectants have been hitherto unsuccessful. Studies in this field have been continued by many researchers.
The aim of this study was to examine the perception of risk related to the presence of chemical hazards in meat and to establish the relationship between the risk perceived by Polish consumers and applied methods of its reduction, as well as the likelihood of recurring meat purchases. The research was carried out on a representative sample of 1075 respondents from Warmia and Mazury region. A quota sampling method was used with gender, age and educational level. The survey instrument consisted of three parts with questions assessing: risk perception, risk reducing strategies and likelihood of purchasing meat. The research revealed that the risk perceived by Polish consumers was reflected in decisions concerning meat purchase. It was shown that assumptions of the perceived risk theory applied in the marketing theory of consumer purchasing behaviour can be used in the context of threat to the health safety of food. Guaranteed quality of meat is very important for purchasers since it provides a guarantee of a proper safety level. The research indicated that good branding can be one of the most effective strategies for meat producers, since in the opinion of consumers it is associated with high product quality and represents a low threat to consumer health safety.
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