In France, beef consumption has been steadily decreasing for many years. The reasons are multifactorial, linked to the: (1) controversial image of beef (its environmental impact, the competition between feed and food, the respect of animal welfare); (2) the modification of consumption patterns (decrease of daily time dedicated to cooking and eating); (3) its high price; and finally (4) its variable sensory quality. Thus, consumers are not always satisfied with the organoleptic quality of beef. In this context, the scientific project OABov-AURA (2022-2024) was conducted. An online survey was carried out to study consumer expectations regarding the intrinsic and extrinsic qualities of beef, in the region Auvergne-Rhône-Alpes (AURA) (the 2nd largest beef cattle breeding region in France). This study involved 509 respondents, mostly female (62%), young (52%<35 vs 32%>45 years old), students (28%) and executives (38%), with a good knowledge of farming (57%), and preferring to buy beef in butcher shops (31%). Among those surveyed, 52% say that eating beef for pleasure is their primary motivation. The majority of consumers are not disappointed with raw (86%) or cooked (58%) beef. Origin (89%), proximity (83%) and SIQO (Identification signs of quality and origin) (82%) are the most important extrinsic criteria. However, taste, tenderness and freshness are the most intrinsic important criteria of beef for the respondents. Consumers also prefer meat that is bright red (50.7%) and rather fatty (57%). The two main reasons for the decrease in beef consumption are economic (28% of responses) and environmental (27%). In conclusion, it is important that consumers in the AURA region have access to a varied supply of meat in butcher shops, of French origin and under quality signs.