Effect of Information About Organic Production on Beef Liking and Consumer Willingness to Pay

Both the mean scores for perceived liking and expected liking of organic beef were higher than those for conventional beef. For organic beef, expected liking was significantly higher than perceived liking under blind conditions, while no differences were observed for conventional beef. This research concludes that information regarding organic farming may be a major factor in consumer liking of beef, thereby presenting another way for farms to differentiate their products.