A comparison of sensory acceptance, purchase intention, and willingness to pay for Pirenaica beef from two different slaughter weight groups, under different consumer information scenarios

An experiment was conducted in which a sensory analysis was carried out together with a consumer attitude test to compare the acceptability of beef from animals slaughtered at 18 vs. 12 months, the latter being the type of beef most widely consumed in Spain. Consumers were grouped for three different information scenarios: (1) blind; (2) disclosure of information regarding slaughter weight plus rearing conditions; and (3) disclosure of full details of the beef production system. Meat from animals slaughtered at 18 months scored higher in consumer sensory ratings than meat from yearlings. The most influential socioeconomic variables were consumer age and gender. Additionally, quality-conscious consumers showing higher purchase intention also showed higher willingness to pay (WTP) for extra quality. The difference in sensory ratings, however, was not reflected in higher intent to purchase or WTP a premium for meat from older animals. Practical applicationsA higher juiciness and flavor scores for the beef from Pirenaica bulls slaughtered at 18 months than for the yearling beef. It would be necessary to conduct a consumer willing to pay survey to determine a price premium for beef with a higher palatability.