Cross-Cultural Consumer Acceptability and Purchase Intent of Forage-Finished Rib-Eye Steaks

Rib-eye steaks, from 3 forage-finished systems (S1, S2, and S3) and 1 commercial steak (C), either cooked by 1-sided-grilling or 2-sided-grilling, were evaluated for sensory acceptability [overall appearance (ORA) and overall appearance of fat (OAF) for raw steaks; overall appearance (OCA), overall beef aroma (OBA), overall beef flavor (OBF), juiciness, tenderness and overall liking (OL) for cooked steaks] and purchase intent by Hispanic, Asian and U.S. consumers. They also indicated preferred degree of doneness and cooking methods. Cross-cultural differences in preferences and consumer acceptability of rib-eye steaks were observed. Grilling was the most preferred cooking method. Hispanics and Asians preferred medium and/or medium well, while U.S. consumers preferred medium and/or medium rare. For cooked steaks, the population effect was significant for all sensory attributes; Asians generally scored lower than did Hispanics and U.S. consumers. C and S3 generally had higher scores for all sensory attributes across 3 populations. Purchase intent for all forage-finished steaks was higher for Hispanics and U.S. consumers compared to Asians (50.0% to 77.8% compared with 43.2% to 65.9%). Attributes influencing purchase intent of forage-finished steaks differed among populations: tenderness (odds ratio = 1.4) for Hispanics, OCA (odds ratio = 1.5) for Asians, and OBF (odds ratio = 1.3) for U.S. consumers. Overall, this study demonstrated that the type of forage-finished system and ethnic differences influenced sensory acceptability and purchase intent of forage-finished rib-eye steaks. Practical Application: Demand for forage-finished beef has increased worldwide due to its potential health benefits. Little is known regarding the cross-cultural effects on the consumer acceptance of forage-finished beef. We evaluated sensory acceptance and purchase intent of raw and cooked forage-finished rib-eye steaks using Hispanic, Asian, and U.S. (White and African American) populations. This study demonstrated that consumer acceptability and purchase intent of forage-finished rib-eye steaks differed among Hispanic, Asian, and U.S. populations. This information can be used to guide development and marketing strategies for beef products.