Self-efficacy in the kitchen : assessing the role of cooking self-efficacy in consumer choices and evaluation of protein foods

Abstract

Cooking has a complex role in consumer food behaviour. This thesis presents two studies exploring how cooking self-efficacy shapes a consumer’s interaction with protein foods. The research employs a mixed-methods approach to study the drivers of cooking behaviours. The first study involves a qualitative exploration through focus groups with beef consumers to delve into their experiences and perceptions. This study found that consumers place significant importance on the perceived cooking quality of beef, which influences their pre-purchase evaluation. Cooking self-efficacy appears crucial in determining the overall satisfaction with the eating experience. A lack of confidence in cooking skills may lead to a delay in the repeat purchase of beef following a negative eating experience. The second study used a nationally representative survey with 2,653 participants from across the United Kingdom to explore the relationships between self-efficacy, consumption motives (e.g., health, taste, convenience), and the frequency of cooking and consuming various types of protein sources (meat, fish, alternative proteins). Results indicate that cooking self-efficacy is strongly and significantly associated with personal motives. Self-efficacy also relates to cooking frequency for all protein food types, suggesting that those with higher cooking confidence cook more often. The impact of personal motives on cooking frequency is most evident in beef, less so in pork and meat alternatives, and is not significant for lamb and fish, suggesting diverse motivational influences. Overall, cooking self-efficacy and personal motives emerge as consistent drivers of cooking and consumption behaviours. These studies provide empirical evidence of self-efficacy and personal motives are key factors in both cooking and consumption frequencies across various protein food types. Cooking self-efficacy influences quality expectations, satisfaction, and subsequent behaviour such as complaints and repeat purchasing. These studies highlight the diverse nature of food choice behaviours, influenced by a combination of individual skills, personal preferences, and broader social considerations.