RESUMO
In recent decades, processed meat consumers have drastically revised their consumption patterns and have gained an increasing awareness of related health concerns. Although several studies have examined the role of meat products in the human diet, we observed a certain scarcity in the multi-perspective approach to the health implications of cocked ham. Therefore, we decided to verify different sources of potentially unhealthy constituents by simultaneously analysing the role that saturated fats, salt and nitrites play in consumer perception. The purpose of this paper was to investigate consumer preferences for healthier processed meat, in particular the specific objective of this study was to evaluate the balance between intrinsic and extrinsic characteristics and the components or additives that could pose a risk to the health of consumers, by considering the sensory and marketing characteristics involved in the choice of cooked ham. With these aims, two different analyses on stated preferences were carried out: firstly, a principal component analysis was performed to identify the main consumer attitudes towards meat products; subsequently, a conjoint analysis was carried out in order to identify the descriptive attributes. The results show that the presence of high salt content and nitrites discourage the intention to purchase, as the presence of a high fat content also does, however at the same time, consumers attach importance to taste, colour and juiciness that are strongly influenced by the above mentioned potentially unhealthy compounds. The overall results are strongly consistent with previous studies but evidence a certain dichotomy between sensory properties and health attributes.