In a survey of Scottish consumer attitudes, 77% of those quizzed said Scotch beef was better than its rivals - 7% higher than a year ago.
Meanwhile, 70% of respondents claimed they would pay a premium for Scotch beef - up 8% on 2003.
Jan Polley, chief executive of red meat industry body Quality Meat Scotland, which commissioned the study, said:
“These results back what we have believed for some time - that more and more Scots are showing exceptional levels of support for one of Scotland’s top brands, Scotch beef.
“Not only are Scots eating more beef than the English and Welsh on a weekly basis, but our research shows that more and more want that beef to come from Scotland.”