Search Results (906)

The present study focuses on the attractiveness and perceived value of differentiated quality labels, such as the Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI), for agri-food products from Extremadura (Spain). In doing so, it addresses a gap in the scientific literature concerning consumer behavior toward products bearing these certifications. The results show that awareness of these quality schemes is significantly higher among middle-aged and older individuals, underscoring the need for more modern and targeted communication strategies. The findings highlight the strategic role of agri-food marketing in promoting certified products and emphasize the importance of bridging the generational gap in consumer education. Overall, differentiated quality schemes are perceived as strategic tools to enhance the competitiveness of local products, strengthen cultural identity, and foster sustainable rural economies. Furthermore, this study identifies a negative relationship between the consumption of certified products and the awareness of certification and a positive relationship with the willingness to pay a premium. Consumers with greater awareness tend consume these products less, although they are more willing to pay higher prices for items bearing quality labels. Full article

The market for specialised kiwifruit varieties, such as those with red pulp, remains a niche sector with considerable growth potential in several European countries, including Spain, Italy, Germany, and France. This study applies to the Rasch model to gain a comprehensive understanding of consumer behaviour, specifically pertaining to preferences, attitudes, and propensity towards purchasing both conventional and novel kiwifruit variants. A questionnaire was developed and administered to gather specific information on consumer behaviour. The collected data were analysed using a Rating Scale Rasch Model to construct a valid measure of attitude toward kiwifruit, which was subsequently used in regression models to explain purchase propensity. The findings indicate that marketing strategies should focus on enhancing attitudes towards kiwifruit by leveraging specific product attributes and addressing demographic nuances to effectively promote the consumption of yellow, red, and organic varieties. Full article

Seafood processing byproducts (SB) such as bones and skin can be safely used as food ingredients to increase profitability for the seafood sector and provide nutritional value. An online survey of 716 US adult seafood consumers was conducted to explore SB trial intent, responsiveness to health and safety information, and associated elicited emotions (nine-point Likert scale). Consumers’ SB-elicited emotions were defined as those changing in reported intensity (from a baseline condition) after the delivery of SB-related information (dependent t-tests). As criteria for practical significance, a raw mean difference of >0.2 units was used, and Cohen’s d values were used to classify effect sizes as small, medium, or large. Differences in willingness-to-try, responsiveness to safety and health information, and SB-elicited emotions were found based on self-reported gender and race, with males and Hispanics expressing more openness to SB consumption. SB-elicited emotions were then used to model consumers’ willingness-to-try foods containing SB via logistic regression modeling. Traditional stepwise variable selection was compared to variable selection using raw mean difference > 0.2 units and Cohen’s d > 0.50 constraints for SB-elicited emotions. Resulting models indicated that extrinsic information considered at the point of decision-making determined which emotions were relevant to the response. These new approaches yielded models with increased Akaike Information Criterion (AIC) values (lower values indicate better model fit) but could provide simpler and more practically meaningful models for understanding which emotions drive consumption decisions. Full article

The intrinsic relationship between food and health has led to growing interest in functional foods, particularly among athletes seeking to optimize performance and recovery. This study investigates the impact of product information and sensory attributes on athletes’ willingness to pay for an innovative high-protein bread. Utilizing a two-treatment experimental design, athletes were exposed to sensory evaluations either before or after receiving information. A combination of hedonic sensory analysis and economic evaluation assessed preferences through a non-hypothetical auction. Findings show that both sensory attributes—especially taste and aroma—and product information significantly influenced willingness to pay. The order of presentation played a crucial role: providing information first enhanced perceived value more strongly. While sensory evaluation moderately increased willingness to pay, product information had a stronger impact. A key contribution of this study is its novel evidence on how athletes balance sensory and informational cues in food evaluation—an aspect rarely explored. Contrary to assumptions that athletes ignore sensory quality due to their focus on nutrition, they did value sensory aspects, though they prioritized product information. These findings suggest that developing functional foods for athletes should integrate nutritional benefits and sensory appeal, as both elements contribute to acceptance and potential market success. Full article

Consumer perceptions of upcycled foods, as well as the determinants of food choices, are still not well understood. The aim of this study was to evaluate the impact of psychological and personal traits on purchase intention (PI) towards upcycled foods of Italian consumers. Additionally, willingness to try (WTT), willingness to buy (WTB), and willingness to pay (WTP) for yogurt, bread, and biscuits made with by-products, namely, hazelnut skin and grape pomace powder, were collected. A web-based survey involving 505 consumers was conducted, and partial least squares structural equation modeling (PLS-SEM) was used to evaluate the model. It resulted that food neophobia and attitude towards upcycled foods had a significant impact on PI. In turn, attitude was affected by food neophobia as well as by objective knowledge about food by-products. Unexpectedly, frugality and environmental concern did not affect PI. WTP was product-specific; when WTP was compared to a reference price, it was higher for the yogurt prototype, followed by the bread and biscuits prototypes. Food neophobia affected WTT, WTB, and WTP. This study contributes to providing new insights into the determinants of consumers’ purchase intention for upcycled foods, which are an emerging category of products. Full article

The environmental detriments of the growing global production and overconsumption of beef, including greenhouse gas emissions, deforestation, and biodiversity loss, are well-documented. However, public awareness of how dietary choices affect the environment remains limited. This study examines sustainability views on beef consumption and the potential for behavioral change as a step toward more sustainable intake levels. An observational web-based survey was conducted (n = 1367) to assess respondents’ current beef intake frequency, views on beef consumption related to planetary health, tropical deforestation, greenhouse gas emissions, and climate change, and willingness to modify beef consumption behavior. Chi-square tests were used for group comparisons, and weighted average scores were applied to rank levels of resistance to reducing beef intake. Environmental concern related to beef consumption was associated with greater beef cutback intentions and lower long-term intake reduction resistance amongst beef eaters. Beef eaters who strongly agreed that global beef consumption negatively impacts the environment were considerably more likely to express intentions to reduce their long-term beef intake compared to those who strongly disagreed (94.4% vs. 19.6%). Overall, 76.6% of beef eaters indicated wanting to eat less beef or phase it out entirely (30.7% reduce, 29.4% minimize, 16.6% stop), with only 23.4% of them intending to keep their consumption unchanged. Compelling messages that help translate awareness into action, such as the #NoBeefWeek concept explored in this study, may support individuals in adopting more sustainable food choices. These cross-national findings provide evidence for a ‘knowledge–intent’ gap in sustainable diet research, with relevance for health communicators and policymakers. Future research could examine the factors and motivations influencing decisions to modify beef consumption, including the barriers to achieving sustainable consumption levels and the role of suitable alternatives in facilitating this transition. Full article

Luffa fruit is an underutilized and novel ingredient in North America. To increase the shelf life of luffa fruit, this study evaluated the creation of luffa fruit powder using three different drying temperatures (40 °C, 50 °C, and 60 °C). The objective of this study was to evaluate the sensory properties and acceptability of luffa fruit powder with unfamiliar consumers (those who do not regularly eat luffa fruit). Participants (n = 88) evaluated the luffa fruit powders mixed into couscous, as well as a control (couscous without luffa fruit powder) using check-all-that-apply and hedonic scales. Furthermore, the participants were asked how they felt about luffa fruit powder after evaluating the samples (comment question). The hedonic scores were not significantly affected by the addition of the luffa seed powders dried at different temperatures. However, the luffa seed powder was associated with a mild flavour, as well as being described as earthy and vegetal. The participants did indicate that the luffa seed powder added moistness to the couscous. As the drying temperature increased so did the intensity of the flavour. Furthermore, participants indicated they would be interested in luffa seed powder if it has nutritional benefits. Overall, this study investigated the sensory properties of a novel ingredient, luffa seed powder, and future studies should continue to explore its sensory properties and chemical components. Full article

The literature on pork quality perception is fragmented, particularly regarding the role of sensory and intrinsic attributes and consumer familiarity. This study addresses this gap by examining the importance of sensory attributes (juiciness, flavor, aroma, and tenderness) and an intrinsic attribute (pig breed—related to differences in color and fat content) in the overall quality assessment of pork loin. Additionally, it investigates how consumer familiarity with the pork loin category influences perceived quality. An experimental study was conducted with 130 Spanish consumers. The proposed hypotheses were tested using analysis of covariance (ANCOVA) models and a latent class cluster analysis to explore both the impact of specific attributes on perceived quality and the segmentation of consumers based on familiarity. The findings indicate that flavor, tenderness, and juiciness are the key sensory attributes influencing the overall quality perception of pork loin. In contrast, Duroc pork loin is perceived as being of lower quality. The cluster analysis identified three distinct consumer segments based on their level of familiarity with the product. This study contributes new empirical evidence to the understanding of the perceived quality of pork loin, highlighting the significant role of specific sensory attributes and consumer familiarity. These insights can inform product development and marketing strategies tailored to different consumer profiles. Full article

In today’s market, consumers appear to be less interested in promotional strategies, particularly those that rely on text-based advertisements. Graphic storytelling can be seen as providing a more engaging visual approach to attract audiences and is increasingly being used by marketers and food packaging designers. However, the questions of whether and how graphic storytelling influences consumers’ purchase intentions remain underexplored. Based on the Transportation–Imagery Model, two experimental studies were conducted to examine the effect of graphic storytelling on narrative transportation and food purchase intention, and to explore its underlying mechanism from the perspective of cognitive fluency. The results demonstrated the positive effect of graphic storytelling on narrative transportation (Studies 1 and 2), as well as a significant impact on food purchase intention (Study 2). Furthermore, cognitive fluency was identified as a critical factor impacting narrative transportation, facilitated by graphic storytelling (Studies 1 and 2). This study extends the Transportation–Imagery Model by positioning cognitive fluency as an important antecedent of narrative transportation. Practically, the suggestion would be for restaurants and food firms to optimize their advertising by displaying cooking processes, particularly for part-prepared foods. Full article

Seaweed is a sustainable ingredient that has been suggested to improve the nutritional aspects as well as the sensory properties of different food products. The objective of this study was to evaluate the flavor properties of extracts from brown seaweed (Ascophyllum nodosum) and sugar kelp (Saccharina latissimi) obtained at different temperatures. These varieties commonly grow in the Atlantic Ocean. The seaweed samples were extracted using water at three different temperatures (50 °C, 70 °C, and 90 °C). The volatile fraction of the extracts was extracted with headspace solid-phase microextraction and analyzed by gas chromatography–mass spectrometry. The headspace chemical composition varies significantly among seaweed extracts and at different extraction temperatures. Major classes of identified compounds were aldehydes, ketones, alcohols, hydrocarbons, and halogenated compounds. Extracts were also evaluated using temporal check-all-that-apply (with 84 untrained participants). The different temperatures had minimal impact on the flavour properties of the brown seaweed samples, but the extraction temperature did influence the properties of the sugar kelp samples. Increasing the extraction temperature seemed to lead to an increase in bitterness, savouriness, and earthy flavor, but future studies are needed to confirm this finding. This study continues the exploration of the flavor properties of seaweeds and identifies the dynamic flavor profile of brown seaweed and sugar kelp under different extraction conditions. Full article

This study investigates the critical determinants of customer retention in casual dining restaurants within the context of the post-pandemic “new normal.” Anchored in service quality and consumer behavior theories, the research examines the influences of food quality, health measures, perceived price, brand image, ambiance, and location on customer decision making. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data from 336 respondents in the National Capital Region, Philippines were analyzed to assess the relationships among these variables and their effects on restaurant selection and customer retention. The results reveal that food quality (β = 0.698, p < 0.05) exerts the strongest influence on restaurant selection, followed by health measures (β = 0.477, p = 0.001), perceived price (β = 0.378, p < 0.02), and brand image (β = 0.341, p < 0.035). Furthermore, health measures (β = 0.436, p = 0.002) and restaurant selection (β = 0.475, p < 0.05) significantly enhance customer retention, while ambiance and location were not found to be significant predictors. These findings offer theoretical contributions to the service quality and consumer trust literature and provide practical and policy-relevant insights for food establishments adapting to health-driven consumer expectations. The study highlights the need for the strategic integration of safety protocols, pricing value, and brand positioning to foster long-term loyalty and resilience in the evolving food service market. Full article

The flavor characteristics, perception, and molecular mechanisms of eight menthol isomers were investigated by sensory analysis combined with computational simulations. The sensory analysis results show significant differences in the odor profiles of the different menthol isomers. Among them, L-menthol shows a pleasant, sweet, and mint-like odor with a distinct freshness and no off-flavors, whereas the remaining seven isomers were interspersed with negative odors (musty, herbal, or earthy aromas). L-menthol and D-menthol had the lowest detection thresholds of 5.166 and 4.734 mg/L, respectively. The molecular docking results of the menthol isomers with olfactory receptors (Olfr874, OR8B8, and OR8B12) indicate that hydrogen bonding and hydrophobic interactions were the key binding forces. The binding energy ranged from −7.3 to −5.1 kcal/mol. Residues His-55 (Olfr874), Thr-56 (Olfr874), Leu-55 (OR8B8), Tyr-94 (OR8B8), Thr-57 (OR8B8), Phe-199 (OR8B12), and Ser-248 (OR8B12) with high frequencies particularly contributed to the recognition of menthol isomers. These findings contribute to a deeper understanding of the olfactory perception mechanism of menthol and provide data support for the development and precise application of minty odorants. Full article

The colour evolution of malvidin-3-O-glucoside (Mv-3-O-glc) elicited by caffeic acid (CAF), (+)-catechin (CA), or syringic acid (SI) was spectrophotometrically monitored in model wine solution, modulating the malvidin-to-polyphenol molar ratio (1:1 to 1:20) and the pH (2.8–3.8). The spectral features provided the thermodynamic parameters Gibbs free energy (ΔG⁰) and equilibrium constant (K_eq), showing that the copigmentation extent is maximized at pH 3.6 and a higher molar ratio (1:20), and that copigments have different efficiency. In a long-term evolution (12 months), transient complexes evolved into different colour characteristics. Spectrophotometry and colorimetry (chroma C*, hue H*, and lightness L*) revealed the formation of stable pigments with peculiar orange-reddish colour when CAF was present; however, in the case of CA, an accentuated yellow tone was observed. SI showed minimum impact in the long-term evolution of Mv-3-O-glc. This study expands knowledge on oenological copigmentation, further exploring its potential implication in the colour of aged red wines. Full article

In this study, gravlax, a niche Scandinavian delicacy, was comprehensively investigated by producing it with combinations of two different fish species (tub gurnard (Chelidonichthys lucerna Linnaeus, 1758) and garfish (Belone belone Linnaeus, 1761)) and five herbs (dill (Anethum graveolens Linnaeus, 1753), sage (Salvia officinalis Linnaeus, 1753), mint (Mentha piperita Linnaeus, 1753), sweet (Ocimum basilicum Linnaeus, 1754), and purple basil (Ocimum basilicum var. purpurascens Bentham, 1830)). The nutritional composition, amino acids, color parameters, mineral substances, and heavy metal content, as well as physical characteristics, texture profile analysis, and extensive sensory analyses, were conducted, and the results were thoroughly evaluated using multivariate statistical methods. The influence of using different herbs on nutritional composition was found to be significant in gravlax made from both fish species (p < 0.05). Sensory analyses revealed that panelists identified mint as enhancing aroma and umami sensations, while dill improved overall acceptance. Gravlax with sage exhibited softer textures, but lower general acceptance due to perceived high saltiness. Color analyses revealed that purple basil transferred distinct pigments, causing darkening, whereas sweet basil had a brightening effect. Amino acid analyses revealed higher umami and sweet-tasting amino acids in herb-free gravlax, whereas proteolytic activity appeared to slow down in herb-containing gravlax samples. Full article

Due to consumer needs and the prevalence of gluten-related disorders such as celiac disease, the gluten-free food market is expanding rapidly and is expected to surpass USD 2.4 billion by 2036. The objective of this study was to substitute wheat flour with oat, black rice, brown rice, buckwheat, and rice flours in the production of gluten-free scones, to assess consumer acceptability, and to identify factors contributing to consumer acceptability using check-all-that-apply questions. The 10 attributes of appearance, color, texture, grainy flavor, sweetness, familiar flavor, novelty, familiarity, moistness, and consistency exhibited statistically significant differences among the samples (p < 0.001). One hundred consumers evaluated 18 attributes using a nine-point hedonic scale, and all attributes demonstrated statistically significant differences across six samples (p < 0.001). The samples from buckwheat and wheat scored the highest in consumer acceptability. The results indicate a strong positive correlation between overall liking and purchase intention, with sensory attributes such as nutty flavor, cohesiveness, appearance, moistness, color, texture, and inner softness positively influencing consumer acceptability. The attributes affecting negatively were thick throat sensation, unique flavor, and stuffiness. This study is expected to provide data to aid in the development of better-tasting gluten-free products that meet customer and market needs. Full article