A comparison of consumer sensory acceptance, purchase intention, and willingness to pay for high quality United States and Spanish beef under different information scenarios.

Tests were performed to identify variation across consumer evaluation ratings for 2 types of beef (Spanish yearling bull beef and US Choice and Prime beef), using 3 information levels (blind scores; muscle fat content + production conditions; and all production data including geographical origin) and 3 consumer evaluation ratings (hedonic rating, willingness to pay, and purchase intention). Further testing was carried out to assess the extent to which expert evaluations converged with those of untrained consumers. Taste panel tests involving 290 consumers were conducted in Navarra, a region in northern Spain. The beef samples were 20 loins of Pyrenean breed yearling bulls that had been born and raised on private farms located in this Spanish region and 20 strip loins from high quality US beef that ranged from high Choice to average Prime US quality grades. The Spanish beef were slaughtered at 507 +/- 51 kg of BW and 366 +/- 23 d of age. The US beef proved more acceptable to consumers and received greater ratings from the trained panel, with greater scores for juiciness (3.33), tenderness (3.33), flavor (3.46), and fat content (5.83) than for Spanish beef (2.77, 2.70, 3.14, 1.17). The differences in sensory variable rating were more pronounced for the Spanish beef than for the US beef, always increasing with the level of information. The variation in the ratings across different information levels was statistically significant in the case of the Spanish beef, whereas the variation observed in the ratings of the US beef was highly significant in the willingness of consumers to pay a premium. Consumers who appreciated greater quality were also more willing to pay for the additional level of quality.