| Introduction, project objectives and project background: This initiative to this project, including the original project proposal, goes back to Professor Kevin Chen (he is no longer with the Department of Rural Economy). The project was initially scheduled to begin on 2004/05/01. When I took over this project and started to work as Principal Investigator on January 1, 2005, the following objectives were to be fulfilled (taken from Professor Kevin Chen's initial proposal): 1) Documentation of consumer awareness, attitude, and choice regarding alternative meats "At what level and to what extent are consumers aware of alternative meats?" What is consumer interest level in alternative meats and their willingness to change consumption behavior (i.e. how much... |
