Consumer Acceptance, Emotional Response, and Purchase Intent of Rib-Eye Steaks from Grass-Fed Steers, and Effects of Health Benefit Information on Consumer Perception.

Providing consumers with health benefit information (HBI) can enhance acceptability of grass-fed beef. Fatty acid analyses of steaks from four biological types of steers showed favorable n-6/n-3 ratios. Although some sensory attributes of cooked rib-eye steaks were scored differently among biological types, knowledge of grass-feeding and healthier fatty acids increased overall liking and purchase intent (PI) across products. Emotional profiles improved after HBI was given to consumers, with some emotions being significantly related to PI odds ratios. This research demonstrated the usefulness of HBI in improving hedonic perceptions of grass-fed steaks and the importance of consumer emotions in predicting PI.