The Impact of Storytelling about an Innovative and Sustainable Organic Beef Production System on Product Acceptance,...

Food labels and storytelling are marketing tools used by the food industry to highlight and communicate important product characteristics to consumers. By using these tools, food companies can influence consumers' attitudes toward the product and potentially the likelihood of purchase. In the present study, we investigated how storytelling about an innovative and sustainable organic beef production system influenced participants' preference and acceptance of a veal steak product and, further, if some information characteristics were more important than others for consumer satisfaction. Without being aware that the samples were identical, participants (n = 224) tasted two veal steak samples: one steak sample was presented with information about the production system, and the other without information. Results showed that when the steak sample was presented with product information, compared to without information, it received significantly higher hedonic ratings (overall liking, liking of flavor, and liking of texture). This was likewise reflected in a greater preference for the steak sample when presented with product information. Furthermore, product information was found to positively impact the participants' satisfaction with the steak sample regardless of their preference. Overall, our results suggest that the use of storytelling about the innovative and sustainable product system for veal steaks can positively influence consumers' attitudes toward the product.