Taste of green: Consumer liking of pasture-raised beef hamburgers as affected by information on the production system

Abstract

This paper aims to understand the link between the appreciation of sustainable food and taste. By taking the example of pasture-raised beef, we analyze the role of relevant information and the perception of taste by consumers. The latter is particularly crucial for its long-term acceptance. The objective of this study was, first, to assess consumers' sensory liking for hamburgers prepared with pasture-raised beef patties in a real-life setting and, second, the effect on the sensory evaluation by adding comprehensive information about the production system. A total of 507 German consumers participated in a home test. Using a between-subjects design, consumers were randomly assigned into four groups. While the same meat was used, three groups tested the burgers under informed condition. The first informed group received truthful information about the pasture-based production system. The second informed group received information flyers about organic husbandry and the third informed group about conventional husbandry. The fourth group received no information (i.e., blind condition), serving as a control group. Overall, consumers evaluated pasture-raised beef burgers in terms of sensory liking positively. Providing additional information about the extrinsic quality of the product affected sensory perception. Labeling beef burger patties as “pasture-raised” and “organic” positively affected hedonic ratings, whereas labeling beef burger patties as “conventional” tended to have a negative effect. Consequently, information on beef production system practices seems to transmit consumers’ perceptions of quality and hence may be an important cue to strengthen more sustainable production systems.