Beef acceptability and consumer expectations associated with production systems and marbling

• We generated beef expectation with marbling and productive systems.
• Information of low marbling and grass-fed beef generated positive expectations.
• Results of this study could be used for the development of beef marketing strategies.

Beef acceptability and consumer expectations generated with production systems and beef marbling were evaluated in two major Chilean cities. A panel of 204 consumers from Osorno and Santiago rated beef acceptability from four treatments (low or high marbling × grazing or feedlot) in a blind condition, and then with information about marbling and production systems. In addition, consumer expectations induced by the information were evaluated. Three groups of consumers, ‘lean beef lovers’ (25.5%), ‘high expectation consumers’ (53.4%) and ‘grass-fed beef lovers’ (21.1%), were identified based on their expected acceptability. Information about the marbling level and production systems generated positive expectations and increased acceptability of beef with low marbling levels and beef from grazing animals. Results from this study have important implications for the development of beef marketing strategies in the Chilean market.