Lynch, N.M.Kropf, Donald H.Kastner, Curtis L.2010-12-102010-12-102010-12-10http://hdl.handle.net/2097/6902Questionnaires were completed by 1750 Kansas grocery shoppers in selected Dillon's supermarkets to determine how product color and educational materials affected their purchase intent of vacuum-packaged ground beef. Half the consumers received educational materials (informed consumers). Informed consumers were more likely (P<.0001) to indicate a positive purchase intent for vacuum-packaged ground beef than uninformed consumers. Informed consumers were as likely to purchase the purple-red, vacuum-packaged product as the bright cherry-red product to which they are accustomed. Product color was important in their product purchase decision. Vacuum-packaged ground beef should compete favorably with the conventionally packaged product, if educational materials are provided to explain the color differences.BeefGround beefColorConference paper