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Consumer Acceptance of Brown and White Rice Varieties

CASS Food Research Centre, School of Exercise and Nutrition Sciences, Deakin University, Burwood Campus 221 Burwood Highway, Burwood, VIC 3125, Australia
Institute of Food Science and Nutrition, Bahauddin Zakariya University, Multan 66000, Pakistan
Biostatistics Unit, Faculty of Health, Deakin University, Geelong, VIC 3125, Australia
Author to whom correspondence should be addressed.
Academic Editor: Antti Knaapila
Foods 2021, 10(8), 1950;
Received: 7 July 2021 / Revised: 19 August 2021 / Accepted: 19 August 2021 / Published: 22 August 2021
(This article belongs to the Special Issue Sensory and Consumer Research for a Sustainable Food System)
Rice is consumed as a staple food by more than half of the world’s population. Due to a higher fibre and micronutrient content, brown rice is more nutritious than white rice, but the consumption of brown rice is significantly lower than that of white rice, primarily due to sensory attributes. Therefore, the present research aimed to identify the sensory attributes which drive liking of Australian-grown brown and white rice varieties. Participants (n = 139) tasted and scored (9-point hedonic scale) their liking (i.e., overall liking, aroma, colour and texture) of brown and white rice types of Jasmine (Kyeema), Low GI (Doongara), and Medium grain rice (Amaroo). In addition, participants scored aroma, colour, hardness, fluffiness, stickiness, and chewiness, on Just About Right Scales. A within-subjects crossover design with randomised order (William’s Latin Square design) was used with six repeated samples for liking and Just About Right scales. Penalty analyses were applied to determine the relative influence of perception of sensory attributes on consumer liking of the rice varieties. Across all varieties, white rice was liked more than brown rice due to the texture and colour, and Jasmine rice was preferred over Low GI and Medium Grain. Rice texture (hardness and chewiness) was the most important sensory attribute among all rice varieties and aroma was important for driving of liking between white rice varieties. View Full-Text
Keywords: brown rice; white rice; sensory; consumer acceptance; Just About Right scale; JAR; penalty analysis brown rice; white rice; sensory; consumer acceptance; Just About Right scale; JAR; penalty analysis
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MDPI and ACS Style

Gondal, T.A.; Keast, R.S.J.; Shellie, R.A.; Jadhav, S.R.; Gamlath, S.; Mohebbi, M.; Liem, D.G. Consumer Acceptance of Brown and White Rice Varieties. Foods 2021, 10, 1950.

AMA Style

Gondal TA, Keast RSJ, Shellie RA, Jadhav SR, Gamlath S, Mohebbi M, Liem DG. Consumer Acceptance of Brown and White Rice Varieties. Foods. 2021; 10(8):1950.

Chicago/Turabian Style

Gondal, Tanweer Aslam, Russell S. J. Keast, Robert A. Shellie, Snehal R. Jadhav, Shirani Gamlath, Mohammadreza Mohebbi, and Djin Gie Liem. 2021. "Consumer Acceptance of Brown and White Rice Varieties" Foods 10, no. 8: 1950.

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