The objectives of this survey were to identify consumers' anticipated emotions, degree of involvement, attitude, and concerns in beef consumption. Data collection was carried out in 2005-2006 in Brazil, Australia and in the Netherlands 816 complete questionnaires were obtained. The results indicated similarities amongst Brazilian and Australian consumers regarding their positive attitude towards beef and main concerns regarding its consumption. Dutch consumers, although presented negative attitudes, considered beef consumption as important. In general respondents presented a high degree of involvement with beef consumption. Fulfillment and pleasantness were found to be positive emotions expected in special beef consumption situations. Relevant multicultural data were obtained. Segmented marketing campaigns and sales efforts can be market-driven towards consumers' needs and expectations.