Najdek Beata Ewa, Chaaban Nora, Therkildsen Margrethe, Andersen Barbara Vad
Food Quality Perception and Society Team, iSense Lab, Department of Food Science, Aarhus University, 8200 Aarhus, Denmark.
Differentiated and Biofunctional Foods Team, Department of Food Science, Aarhus University, 8200 Aarhus, Denmark.
Foods. 2024 Sep 17;13(18):2940. doi: 10.3390/foods13182940.
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 ( = 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.
食品标签和故事讲述是食品行业用来向消费者突出和传达重要产品特征的营销工具。通过使用这些工具，食品公司可以影响消费者对产品的态度以及潜在的购买可能性。在本研究中，我们调查了关于创新且可持续的有机牛肉生产系统的故事讲述如何影响参与者对小牛排产品的偏好和接受度，以及进一步探究某些信息特征对于消费者满意度而言是否比其他特征更重要。在不知情样本相同的情况下，参与者（n = 224）品尝了两个小牛排样本：一个牛排样本呈现了有关生产系统的信息，另一个则没有相关信息。结果显示，当牛排样本呈现产品信息时，与没有信息时相比，它获得了显著更高的享乐评分（总体喜好、风味喜好和质地喜好）。这同样体现在呈现产品信息时对牛排样本有更大的偏好。此外，无论参与者的偏好如何，产品信息都被发现对他们对牛排样本的满意度有积极影响。总体而言，我们的结果表明，讲述关于小牛排创新且可持续的产品系统的故事可以积极影响消费者对该产品的态度。
