Identification of perceptual attributes affecting preference for vegetables using item-focused and consumer-focused approaches

Change in preference for vegetables and their perceptual attributes as a function of age and pickiness

Preference for vegetables is influenced by various factors, including demographic, psychological, socio-environmental, and genetic factors. This study confirmed that age, pickiness, and perceptual attributes were predictors of preference for vegetables and examined how preference for vegetables and their perceptual attributes varies with age and pickiness. Children (8-14 years, n = 420), youth (15-34 years, n = 569), middle-aged adults (35-64 years, n = 726), and older adults (65-85 years, n = 270) were asked which vegetables they liked (or disliked) and which perceptual attributes of each vegetable they liked (or disliked). On the basis of their responses, an overall preference score and a preference sub-score for each perceptual attribute were calculated. Participants in each age group were classified into four statuses (non-, mild, moderate, and severe) according to their pickiness scores. Multiple regression analysis revealed that age and preference sub-scores for eight perceptual attributes (sweetness, sourness, bitterness, umami, pungency, orthonasal aroma, texture, and appearance) were positive predictors of overall preference score and that pickiness score and four perceptual attributes (saltiness, astringency, retronasal aroma, and aftertaste) were negative predictors. In addition, overall preference score and preference sub-scores for perceptual attributes other than saltiness increased with increasing age group and decreasing picker status; however, preference sub-scores for at least one of the six perceptual attributes (bitterness, astringency, pungency, orthonasal aroma, retronasal aroma, and aftertaste) exhibited negative values in children, youth, and pickers (mild, moderate, and severe). The increase in preference for these perceptual attributes might be an indicator of the adultization of food perception and the expansion of food acceptance.

Nostalgia evocation through seasonality-conscious purchasing behavior revealed by online survey using vegetable names

Food can be a valuable mediator of nostalgia. Japanese food culture places a great emphasis on seasons, and thus there may be a relationship between nostalgic foods and seasonality. In this study, we hypothesized that participants who emphasized seasonality at the time of vegetable purchase (seasonality-oriented; hereafter, SO) would be more likely to feel vegetable-evoked nostalgia than those who did not (non-seasonality-oriented; hereafter, non-SO). To test this hypothesis, we administered an online survey to older Japanese adults regarding 103 representative vegetables considered to be seasonal foods. After participants selected vegetables that they had eaten, they then selected those that evoked nostalgia (hereafter, nostalgic vegetables). For each nostalgic vegetable, they evaluated the degree of nostalgia and state if a past event (autobiographical memory) was recalled. If an autobiographical memory was recalled for a certain nostalgic vegetable, nostalgia for that memory was evaluated. Comparing between SO and non-SO participants, SO participants had significantly higher numbers of nostalgic vegetables with associated autobiographical memories, as well as nostalgia for those vegetables and autobiographical memories. The results supported our hypothesis, suggesting that seasonality-conscious purchasing behavior evokes nostalgia.