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Monica Borgogno1, Armand V Cardello2, Saida Favotto1

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Consumer emotions and beef liking are significantly influenced by breeding information. An "Only from the Italian Simmental" (OIS) label evoked more positive emotions and higher liking compared to conventional (C) labeling for beef.

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Area of Science:

  • Food Science
  • Consumer Psychology
  • Sensory Analysis

Background:

  • Consumer perception of beef is complex, influenced by various factors beyond sensory attributes.
  • Information about production systems, such as breeding, can shape consumer emotions and preferences for meat products.

Purpose of the Study:

  • To investigate the impact of different breeding system labels on consumer emotions and liking of Italian Simmental beef.
  • To determine the relationship between evoked emotions and consumer liking scores.

Main Methods:

  • 93 meat consumers evaluated identical Italian Simmental beef samples under two labeling conditions: 'Conventional' (C) and 'Only from the Italian Simmental' (OIS).
  • Liking was assessed using a 9-point scale, and emotions were measured using the EsSense25 list on a 5-point scale.

Main Results:

  • The OIS label significantly increased liking scores for the beef compared to the C label.
  • Breeding system information affected 22 out of 25 measured emotions, with the OIS label eliciting more positive and fewer negative feelings.
  • Differences in evoked emotions were directly associated with variations in consumer liking.

Conclusions:

  • Information regarding the beef's breeding system plays a crucial role in shaping consumer emotional responses and overall product liking.
  • Marketing and labeling strategies highlighting specific breeding origins can positively influence consumer perception and preference for beef.