Different Oils and Health Benefit Statements Affect Physicochemical Properties,Consumer Liking,Emotion, and Purchase Intent: A Case of Sponge Cake

Effects of different oils on physicochemical properties, consumer liking, emotion, and purchase intent of sponge cakes were evaluated. Three healthy oils (extra virgin coconut oil, EVCO; extra virgin olive oil, EVOO; rice bran oil, RBO) compared with butter (the control), were used at 20% (w/w, wheat flour basis) in sponge cake formulations. Five positive (calm, good, happy, pleased, satisfied) and 3 negative (guilty, unsafe, worried) emotion terms, selected from the EsSense Profile^® with slight modification using an online (N = 234) check‐all‐that‐apply questionnaire, were used for consumer testing. Consumers (N = 148) evaluated acceptability of 9 sensory attributes on a 9‐point hedonic scale, 8 emotion responses on a 5‐point rating scale, and purchase intent on a binomial scale. Overall liking, emotion, and purchase intent were evaluated before compared with after health benefit statement of oils had been given to consumers. Overall liking and positive emotion (except calm) scores of sponge cake made with EVCO were higher than those made with EVOO and RBO. Specific volume, expansion ratio, and moisture content of control, EVCO, and EVOO were not significantly different, but higher than RBO sponge cake. JAR results showed that sponge cake made with RBO had the least softness that was reflected by the highest hardness (6.61 to 9.69 compared with. 12.76N). Oil (EVCO/EVOO/RBO) health benefit statement provided to consumer significantly increased overall liking, positive emotion, and purchase intent scores while decreased negative emotion scores. Overall liking and pleased emotion were critical attributes influencing purchase intent (odds ratio = 2.06 to 3.75), whereas calm and happy became not critical after health benefit statement had been given.     

Effect of fibre information on consumer willingness to pay for French baguettes

The objective of this study was to assess the impact of nutritional information on the willingness to pay for bread. Four French baguettes were presented to 123 consumers who firstly gave liking scores in three evaluation conditions, and who then gave their maximum price (reservation price) they were ready to pay in two information steps. In the first step, the baguettes were presented without any information about their composition. Following this, half the participants received information about the potential health benefits of fibre. In the second step, two baguettes were presented with a ‘source of fibre’ label. A similar product hierarchy was observed between hedonic scores and reservation prices. In addition, a significant effect was found on the reservation prices when the ‘source of fibre’ label was presented, but no effect was observed when the information concerning the potential health benefits of fibre was given.     

Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia

The world market for functional foods has grown dynamically and China is expected to be one of the most promising markets. But little is understood the formation mechanisms of consumers’ purchase attitude and intention toward functional foods in Mainland China. The current study investigates the roles of trust, health consciousness and price in shaping consumers’ purchase intention toward functional foods by focusing on purchase attitude as a mediator and food neophobia as a moderator. Results from the sample of 1144 Chinese suggest that Chinese consumers had moderate purchase intention toward functional foods. Trust in the food system and health consciousness positively affects purchase intention via purchase attitude. Price negatively affects purchase intention; meanwhile, the negative effect could be counteracted by health consciousness. Food neophobia does not directly affect individuals’ purchase attitude or intention, but moderates the relationships between antecedents and them. Consumers with a low level of food neophobia treat higher price as a monetary sacrifice, while their counterparts may regard a higher price as a greater quality signal. The study offers the food industry insights into the development and marketing of functional foods targeted to the Mainland China market.     

Using a fractional model to measure the impact of antioxidant information,price, and liking on purchase intent for specialty potatoes

A procedure for analyzing categorical purchase intent data from consumer tests is demonstrated using data from a test of fresh market specialty potato varieties. Due to the probabilistic nature of purchase intent a fractional model is based, just as a binary choice analysis using probit or logit would be, on a non-linear cumulative distribution function. The results from a fractional model are compared to an ordinal model.Participants in the consumer test evaluated six unreleased varieties and one commonly available variety of potato, the Yukon Gold. Four of the new varieties had colored red or purple flesh rated highly for antioxidant content. The effect of antioxidant information and other variables on the probability of purchase for red and purple potatoes was compared to the effect on the yellow potatoes using a fractional model and an ordinal model. Other variables include liking, price, gender, age, education, income, potato usage frequency, health interest, and food interest. As expected hedonic ratings and price had significant positive and negative effects respectively on purchase intent for both categories of potatoes. Antioxidant information, whether simple or detailed, increased purchase intent for the colorful potato varieties. Interactive variables between health interest and antioxidant information level demonstrate the impact of personal health interest in conjunction with the information.     

Determinants of Organic Food Buying Behavior: Special Reference to Organic Food Purchase Intention of Sri Lankan Customers

Sri Lankans are experiencingmany non-communicable diseases and health problems for decades since they were away from traditional food habits and traditional agriculture prevailed in ancient Sri Lanka which was based on organic constituent.Value of organic foodis perceived differentlyand many customers demonstrate slow buying behaviour and stay back from real purchasing decisions. Among different determinants whichaffect on purchasing intention of organic food, This paper aims to examine the impact of health consciousness, environment concern, reference group influence and awareness on purchase intention of organic food. Data gathered through a survey questionnaire from 400 individuals fromWestern Province of Sri Lanka. A Multiple Linear Regression Model was used to assess the degrees of impact from each individual determinant on purchase intention. The research findings demonstratedthat awareness and health consciousness were the two key determinants and demonstrated asignificant positive impact with purchase intention of organic food. Yet, environment concern and reference group influence have no significant impact on organic food purchase intention of Sri Lankan customers. Extending organic food consumption is a sound and sustainable solution for the environmental and health problems prevails in Sri Lanka at present. Stimulating Purchase intention would employ as one of the strategies to persuade consumption and increase the demand for theorganic foods. Policy makers need to draw special attention on improving awareness levels and promote thespecific health benefits of organic food in order to stimulate real purchasing decision. Research findings underscore the existing body of knowledge about determinants of purchase intention of organic food.     

Low-sodium roasted peanuts: effects of salt mixtures (NaCl,KCl and glycine) on consumer perception and purchase intent

The effects of ten treatment combinations of two salts (NaCl, KCl) and glycine were evaluated on low-sodium roasted peanuts. Consumers’ (N = 330, recruited from college campus) liking, emotions, perceived saltiness and bitterness intensity, satisfaction and purchase intent (PI) of peanuts were measured following a balanced incomplete block design (t = 10, k = 3, r = 9, b = 30, λ = 2, e₂ = 0.74). Emotions and PI were evaluated both before and after presenting a low-sodium health benefit message. Sodium content of peanuts was reduced from 140 mg Na/50 g peanuts to 41.67 mg Na/50 g without significantly affecting liking scores and with positive PI over 60%. In general, high bitterness and low saltiness intensity ratings negatively affected liking and satisfaction. Consumers expressed less satisfaction when perceived saltiness intensity was ‘Not Enough’ than when ‘Too Much.’ Based on optimisation analysis, any formulation within the range of 59-100/0-40/0-12.5% NaCl/KCl/Gly- representing a potential 37% sodium reduction past minimum ‘low sodium’ requirements- will yield an acceptable product.     

The effects of carrier,benefit, and perceived trust in information channel on functional food purchase intention among Chinese consumers

The importance of consumers’ perceptions and adoption behavior has been recognized in the development of functional food innovation, but the issues have not been widely explored in China. This study aimed to examine the effects of carrier, benefit, and trust in information channel about functional foods on purchase intention as well as the demographic differences of these effects. A survey with 1144 respondents from Mainland China revealed that carriers were more important factors than benefits for perceived attractiveness and purchase intention. Benefits were more positively evaluated when attached to a more attractive carrier. Benefits of improving the body’s natural defense system were most favored by all groups; benefits about specific diseases were suitable to tailor for certain groups. Consumers with low educational level were reluctant to functional foods. The improvement of consumer education level does not necessarily increase the consumers’ purchase intention. Given the Chinese acquaintance society and the jeopardized public trust in food safety, the interpersonal channel was the most trusted information channel. However, perceived trust in mass media had more remarkable effects in predicting purchase intention toward functional foods, the typical products with credence attributes. Trust in mass media negatively interacted with friends’ recommendation in affecting purchase intention. These findings extend our understanding of how to tailor products for different groups and the effects of information channels on purchase intention.     

Nutrition and Health Claims as Marketing Tools

European regulations mandate that only substantiated and approved statements can be used as nutrition- and health-related claims in food marketing. A thorough understanding of consumer perceptions of these approved claims is needed to assess their impact on both the purchase intention of functional foods and the development of innovative functional food concepts. In this paper, a conceptual framework on the European consumers’ perception of nutrition and health claims on these functional foods is proposed. Through a literature review, common independent variables are structured, and an analysis of these variables shows that nutrition and health claims are mostly only perceived positive by specific target consumers (who need the product, accept the ingredient, understand the benefit, and trust the brand). These consumers indicate that the products with substantiated and approved claims help them in reaching overall health goals. This increased expectation in functional efficacy may mediate an increase in repurchase intent, overall liking, and the amount consumers are willing to spend. Other consumers, however, may have adverse reactions towards nutrition and health claims on functional foods. Implications for the consumer and the industry are discussed.     

Short communication: Sensory analysis of a kefir product designed for active cancer survivors

Kefir is a fermented milk product that is a good source of protein and health-promoting bacteria. It has the potential to improve recovery from exercise and the health and well-being of cancer survivors. The purpose of this study was to explore cancer survivor attitudes about and acceptance of a kefir recovery beverage made from cultured milk, whole fruit, natural sweeteners, and other natural ingredients. Kefir was made by inoculating and fermenting milk with kefir grains. The kefir was then mixed with a fruit base and given to cancer survivors (n = 52) following a bout of exercise. Participants evaluated the acceptability of the beverage samples (overall appearance, aroma, taste, mouthfeel, and overall liking) using a 9-point hedonic scale, and they evaluated the smoothness using a 3-category just-about-right scale (not enough, just about right, and too much). They also expressed their physical and psychological feelings about the beverage using a 5-point scale (1 = not at all to 5 = extremely) and indicated their purchase intent using a binomial (yes/no) response. The health benefits of kefir were then explained, and participants sampled a second beverage (the same product), answering the same questions related to overall liking, feeling, and intent to purchase. We used a paired Student's t-test to compare beverage liking and emotion scores before and after participants learned about the health benefits of kefir. Data are presented as mean ± standard deviations. The beverage scored significantly higher for overall liking after the health benefits were explained (6.5 ± 1.8 and 7.0 ± 1.7 out of 9 before and after the explanation of health benefits, respectively). Participants showed a high intent to purchase before they learned about the health benefits (75% of participants indicated an intent to purchase, and 89% after they learned about the health benefits). The beverage received high scores overall and, except for an improvement in overall liking, we observed no significant differences in physical and psychological feelings before and after participants learned that it contained kefir and had potential health benefits. We found the beverage to be acceptable for consumption by cancer survivors, and the majority of participants showed an interest in purchasing for after exercise.     

Sensory Optimization of a Mayonnaise-Type Spread Made with Rice Bran Oil and Soy Protein

ABSTRACT:  The optimum formulation for mayonnaise-type spreads containing rice bran oil (RBO) and soy protein concentrate (SPC) was determined based on sensory acceptability. RBO and SPC were used due to their health benefit claims such as lowering risk of heart disease. The effects of the proportions of high-impact ingredients (RBO, SPC, and water) on sensory acceptability of the spreads were determined. The 10 spread formulations, prepared following a 3-component constrained simplex lattice mixture design, were subjected to a consumer acceptance test to identify sensory attributes driving consumer acceptance and purchase intent. Predictive regression models were used to plot mixture response surfaces of the critical sensory attributes (taste, mouthfeel, and overall liking) that influenced purchase intent. Areas within the contour plots of these critical sensory attributes, having acceptability scores ≥ 68 ("moderately like" on the 100-mm bidirectional labeled affective magnitude scale) were chosen and superimposed to obtain a predicted optimum formulation range (37% to 43% RBO, 4% to 7% SPC, and 52% to 57% water). The formulation containing 37% RBO, 6% SPC, and 57% water, which was located within the optimum region, was selected as a base for further developing flavored (sour cream & onion, cheddar & sour cream, or Monterrey Jack dried cheese) products. All flavored spreads were significantly more acceptable than the plain formulation. Purchase intent of all flavored products also significantly increased once consumers had been given the information about potential health benefits associated with RBO and SPC in the spreads.     

Identifying drivers for consumer acceptance and purchase intent of corn tortilla

ABSTRACT:  The traditional production of corn tortilla has been modified by new processing technologies to make possible a commercial-scale production; this practice has resulted in products having sensory properties different from those produced by the traditional method. There is no published information on sensory attributes driving acceptance and purchase intent of corn tortillas. Identifying sensory drivers for acceptance and purchase intent of corn tortillas will help commercially produce products that satisfy consumers' expectations. A consumer study was conducted to evaluate acceptance and purchase intent of corn tortillas and determine drivers of acceptance and purchase intent of the products. Ten samples of corn tortillas were selected to represent a variety of corn tortillas available in the Mexican market. Three hundred Mexican consumers evaluated acceptability of appearance, color, thickness, rollability, resistance to tearing, aroma, chewiness, taste and aftertaste, and overall liking using a 9-point hedonic scale. Overall acceptance and purchase intent were determined with a yes/no scale. Analysis of variance and multivariate analysis of variance revealed that consumers were able to differentiate differences in sensory acceptability among 10 samples. For example, 2 homemade and 1 small commercial-scale samples, with an overall liking score of 6.6 to 6.7, were more acceptable than others. Rollability, resistance to tearing, and chewiness were attributes underlying overall differences among 10 samples. Attributes determining overall acceptance of corn tortillas were chewiness and overall liking. Purchase intent was influenced by overall appearance, rollability, chewiness, taste, and overall liking. This study revealed critical sensory attributes and their weights given by Mexican consumers when making decisions for acceptance and purchase intent of corn tortilla.     

Consumer perception of extruded snacks containing brown rice and dried mushroom

Effects of mushroom type, seasoning and health benefit information (HBI) on consumers’ saltiness expectation, sensory liking, elicited emotions and purchase intent (PI) of extruded snacks were investigated. Five snacks were evaluated: straw mushroom (Volvariella volvacea) extrudates without (SME) or with seasoning (SMES), phoenix mushroom (Pleurotus pulmonarius) extrudates without (PME) or with seasoning (PMES), and the control without mushroom and seasoning. Hedonic scores and positive emotions were generally higher for seasoned mushroom-containing snacks (SMES and PMES) with 65% and 75.83% of consumers reporting willingness to purchase, respectively, after receiving HBI. Bored, interested and satisfied were identified as significant emotional predictors for PI odds. Flavour, saltiness, overall liking, bored, good and interested were critical attributes, differentiating snacks. This study demonstrated that sensory liking and PI of extruded brown rice-based snacks containing mushroom could be improved through savoury seasoning addition, which also allowed saltiness expectations to be met.     

The influence of reputational concerns on purchase intention of fair-trade foods among young Japanese adults

This study explores whether reputational concerns have an effect on purchase intention for fair-trade food products among Japanese young adults. To manipulate reputation cues, we assessed consumers’ intentions to purchase fair-trade food products under two different experimental situations: the ‘observable’ condition, in which participants’ purchase behaviors were observable by others (N = 84); and the ‘anonymous’ condition, in which participants’ purchase behavior could not be observed by others (N = 106). The effect of six sensory and extrinsic attributes including fair trade, price, country of manufacture, taste characteristics, polyphenol content and caloric content on consumer intentions to purchase chocolate was evaluated using conjoint analysis. Results demonstrated that participants under the observable condition valuated fair trade higher than those under the anonymous condition, whereas the opposite tendency was observed for the valuation of price and caloric content for their overall purchase intention. These phenomena suggest that ethical consumption, such as purchasing fair-trade foods, is influenced not only by individual’s intrinsic motives for ethical issues but also by extrinsic social factors such as reputation-enhancing opportunities.     

植物基人造肉产品购买意愿及影响因素--基于武汉市消费者的实证分析

为深入了解植物基人造肉市场快速发展背景下国内消费者对人造肉产品购买的意愿及影响因素,以武汉市202位消费者调研数据为样本,构建了消费者人造肉食品购买意愿研究模型。研究发现,消费者的感知体验和感知信任对购买意愿的影响显著,但感知有用性并未对消费者购买意愿产生显著影响。价格制定、技术风险和口感风味等因素通过影响消费者感知特性间接对消费者购买意愿产生作用。其中,价格制定对消费者感知特性影响最为显著,技术风险和口感风味对消费者感知特性影响次之。该研究有助于更好地了解国内一线城市消费者对人造肉产品的购买意愿及关切。研究结论可为人造肉生产商更好地研发产品,为零售企业激发消费端的购买热情提供借鉴。     

Consumer acceptability and purchase intent of probiotic yoghurt with added glucose oxidase using sensometrics,artificial neural networks and logistic regression

This research aimed to identify the drivers of acceptance and purchase intent of a probiotic (Bifidobacterium longum BL05) nonflavoured yoghurt supplemented with glucose oxidase, and to model the consumers’ acceptability using sensometrics and artificial neural networks (ANN). Consumers (n = 100) evaluated the degree of liking of yoghurt assays in respect of appearance, aroma, taste, texture and overall linking. Sensometric techniques – multiple linear regression (MLR), partial least squares regression (PLS), principal component regression (PCR) – and ANN were used to model the overall liking. Sensory drivers of global acceptance and purchase intent were also determined using logistic regression (LR). Hierarchical cluster analysis (HCA) identified three consumer segments that presented differences in all sensory attributes evaluated (P < 0.05). The ANN model showed the best performance to predict overall liking, followed by the MLR, PLS and PCR, indicating that taste and texture were the most significant attributes impacting the yoghurts overall liking. In accordance with the logistic models, overall acceptance and purchase intent could be predicted with 81.94 and 85.49% accuracy, respectively. The logistic regression indicated that taste was the attribute that contributed significantly (P < 0.0001) to higher scores for purchase intent and was considered the driver of acceptance.     

Consumer interpretation of ready to drink orange juice and nectar labelling

The aim of this study was to evaluate consumers' use and interpretation of ready to drink orange juice and nectar label information and its influence on the purchase decision. One hundred and sixty‐seven consumers of ready to drink orange juice and nectar were interviewed. The labels were analysed to evaluate their conformance to Brazilian legislation. The manufacturing and shelf life date were the information most often checked, followed by health related issues. Brand, price and flavour were the most important factors for purchase decision. Brand and flavour showed significant association with consumer age. For most interviewed, ‘nectar’, ‘whole’ and ‘natural’ or ‘100% natural’ were not well understood; they were not in accordance with the Brazilian legislation. ‘Nectar’, ‘whole’ and ‘natural’ or ‘100% natural’ received a positive interpretation, whereas ‘reconstituted juice’ was considered a negative expression. Nevertheless, none of the labels completely conformed to the specific nutritional labelling legislation.     

Effects of colorant concentration and ‘natural colour’ or ‘sodium content’ claim on saltiness perception,consumer liking and emotion,and purchase intent of dipping sauces

Natural colorant (no colorant, NC = 0%; moderate colorant, MC = 1.2%; high colorant, HC = 3.6% w/w) and salt (regular salt, RS = NaCl; reduced sodium, ReS = KCl; no salt, NS) were added in mayonnaise‐based dipping sauces to evaluate effects of colorant concentration and ‘natural colorant’ or ‘sodium content’ claim on saltiness expectation, consumer liking and emotion, and purchase intent (PI) of these products. Regardless of the salt type and content, increasing colorant concentration decreased colour liking scores while saltiness expectation tentatively increased as indicated by higher % of ‘too much’ responses for saltiness on a JAR (Just‐About‐Right) scale. At a given salt type and content, liking scores of salty taste decreased with increasing colorant concentration, both before and after the ‘sodium content’ claim was given to consumers. Emotion scores elicited by consuming dipping sauces were affected by colorant concentration. Positive emotions (good, interested, satisfied) decreased while negative emotions (guilty, unsafe, worried) increased with increasing colorant concentration. Statements of ‘natural colorant’ and ‘sodium content’ claim had minimal effects on elicited emotions and PI.     

The relative influence of packaging,labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness

The relative impact of several extrinsic attributes on informed hedonic liking and purchase intent for wine is measured by combining a blind hedonic test with an informed tasting of the same wine packaged in different product concepts. This study separated the relative effect of various attributes and also considers differences between consumers in their responsiveness to various product cues.Five-hundred and twenty-one regular wine consumers participated in a central location test in three German cities in 2005. Respondents first rated hedonic liking of a white wine in a blind condition, then evaluated elements of product concepts differing in four extrinsic attributes, region of origin, grape variety, brand and packaging style, before indicating their liking and purchase intent in an informed condition.Overall, label style and brand evaluation were the strongest drivers for informed liking followed by liking in the blind condition. Purchase intent was influenced directly only by informed liking and price evaluation; the effect of the extrinsic and intrinsic cues is mediated through informed liking. A latent class regression resulted in three consumer segments that differ in the responsiveness of their informed liking to the different product characteristics. Younger inexperienced consumers utilised a mix of various cues, wine experienced consumers based their evaluation mainly on grape variety and blind hedonic liking, and older frequent wine consumers were influenced most strongly by brand and packaging. These findings provide insights into the relative impact of product packaging, branding and labelling on overall product liking and indicate strong differences in how consumers respond to different product characteristics.     

Consumer preferences for additional ethical attributes of organic food

This paper examines the relevance of additional ethical attributes of organic food for consumers’ purchase decisions. By means of an Information-Display-Matrix (IDM) and an accompanying consumer survey, the information acquisition behaviour of consumers regarding seven additional ethical attributes and the product price of organic food was investigated in five European countries. The ethical attributes, ‘animal welfare’, ‘regional production’ and ‘fair prices to farmers’ turned out to be the most important. The results also show that the vast majority of consumers of organic food was willing to pay higher prices for organic products with additional ethical attributes. Contrasting the results with those from direct inquiry by means of a ‘single source approach’ revealed considerable differences between both methods, particularly regarding the preferences for the product price relative to some of the ethical attributes. This may serve as evidence for higher external validity of the IDM with respect to social desirability bias.     

Paired preference tests: ‘Liking’, ‘Buying’ and ‘Take Away’ preferences

Paired preference tests of liking require consumers to specify which of two foods are preferred or whether there is no preference. For ‘Buying’ preference tests, consumers specify which of two foods they are more likely to buy or whether there is no operational difference in likelihood to buy. The former test is designed to predict choice behaviour, the latter, buying behaviour. To validate the predictive ability of such tests, consumer choice and buying behaviour should be observed for several months. Another approach is to allow consumers to take away some of the foods used in the test and observe what they take. Consumers of potato chips were required to taste chips whose flavour and appearance were obviously different. A first group (N = 109) were given a traditional paired preference test of liking. A second group (N = 108) were given a preference test of buying. A third group (N = 101) were given both tests. After the test, out of sight of the experimenter, consumers were presented with two rows of plain plastic ‘snack’ bags, filled with the chips used in the test. They could take away either two bags of the same type of chip (a ‘Take Away’ preference) or one of each type (no ‘Take Away’ preference) or take neither (rejection). ‘Liking’ preferences predicted what was taken away for only 48% of consumers for the first group and 45% (third group). For ‘Buying’ preferences, the correspondence was 56% (second group) and 60% (third group). Using buying tests separately or together with liking produced some differences. More reliably, approximately 60% of consumers in all groups chose one bag of each. ‘Take Away’ preferences suggested low predictability for paired preference tests of liking and buying. ‘Take Away’ preferences are not a substitute for following a consumer for several months but they are a step in the right direction.