TY - JOUR
T1 - The Impact of Storytelling about an Innovative and Sustainable Organic Beef Production System on Product Acceptance, Preference, and Satisfaction
AU - Najdek, Beata Ewa
AU - Chaaban, Nora
AU - Therkildsen, Margrethe
AU - Andersen, Barbara Vad
N1 - Publisher Copyright:
© 2024 by the authors.
PY - 2024/9
Y1 - 2024/9
N2 - 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.
AB - 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.
KW - consumer acceptance
KW - consumer preference
KW - consumer satisfaction
KW - eating habits
KW - organic red meat production
KW - storytelling
KW - sustainability
UR - https://www.scopus.com/pages/publications/85205035364
U2 - 10.3390/foods13182940
DO - 10.3390/foods13182940
M3 - Journal article
C2 - 39335869
AN - SCOPUS:85205035364
SN - 2304-8158
VL - 13
JO - Foods
JF - Foods
IS - 18
M1 - 2940
ER -