Taste Thresholds and Hedonic Responses of Panels Representing Three Nationalities

The role of consciousness in sustainable food consumption: a cultural comparison

Purpose

The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers’ attitudes and purchasing intentions toward organic food brands.

Design/methodology/approach

Given the importance of culture on customers’ decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling.

Findings

The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers’ purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers.

Originality/value

This study provides an understanding of customers’ sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers’ behavior.

Association of single nucleotide polymorphisms with taste and food preferences of the Hungarian general and Roma populations

It is reasonable to suppose that poor diet underlies the unfavorable health status of the Roma population of Europe. Previously in the framework of a complex health survey, fruit and vegetable consumption, quantity of sugar added, salting frequency; bitter, salty, sweet and fat taste preferences were evaluated of Hungarian (HG, n = 410) and Roma (HR, n = 387) populations. In the present study the associations of taste and food preferences with TAS1R3, CD36, SCNN1B, TRPV1, TAS2R38, TAS2R19 and CA6 polymorphisms were tested in the same samples. Genotype frequencies did not differ significantly between the two populations. Although we initially observed associations between certain genetic polymorphisms and taste and food preferences in our study samples, none of the p values remained significant after the multiple test correction. However, some of our results could be considered promising (0.05<corrected p < 0.20), which showed potential ethnicity-specific effects (CA6 rs2274333 with salty taste and raw kohlrabi preference, CD36 rs1527483 with fat taste preference, TAS2R19 rs10772420 with grapefruit preference, and TAS2R38 rs713598 with quantity of sugar added). Our results may suggest that genetics may mediate food preferences, and individuals with different ethnic background may require personalized interventions to modify diet. Further investigations with greater sample sizes are essential to explore the effect of these genetic variants on taste and food preferences.

Cross-Cultural Consumer Acceptability for Ethnic Fermented Sauce Products: Comparisons among Korean, UAE, and US Consumers

The present study investigated the drivers of liking ethnic sauces in a cross-cultural context. Experiments were conducted to understand the acceptance of salad dressings and dipping sauces developed from Korean fermented seasonings among consumers with different ethnic backgrounds, including: South Korean, United Arab Emirates (UAE), and American. The samples of interest included four types of salad dressings made from fermented soybean paste (doenjang) and four types of spicy dipping sauces made from fermented chili pepper paste (gochujang). The salad dressings were preferred by Korean and US consumers. Koreans liked the nutty-flavored salad dressings, whereas UAE and American consumers commonly liked the spicy type. There was a stronger cross-cultural agreement in liking dipping sauces rather than salad dressings. Both Korean and American consumers liked spicy dipping sauces that elicited a sweet taste. UAE consumers tended to prefer the less spicy dipping sauce samples. Consumers in all three countries generally liked spicy dipping sauces more than salad dressings. Cultural differences were observed between the responses depending on the presence and level of spiciness in the two different food types. For product development with ethnic fermented flavors or chili spices, the contextual appropriateness and consumer familiarity with the corresponding flavor should be taken into account.

Descriptive analysis and early-stage consumer acceptance of yogurts fermented with carrot juice

This research explored the sensory characteristics and consumer acceptance of novel probiotic unsweetened yogurts. Yogurts were made with 4 carrot juice levels (8, 16, 24, and 32%), 2 firmness levels (regular, 45g/L milk solids; firm, 90g/L milk solids), and 2 starter cultures (C1, C2). The sensory profile characterized the color intensity (before and after stirring), carrot flavor, sourness, and 7 texture/mouth-feel attributes (astringency, chalkiness, mouth-coating, thickness, smoothness, creaminess, and graininess). The influence of carrot juice level and firmness level were evaluated using ANOVA, polynomial contrasts, and principal component analysis. Mean scores and standard errors were calculated. Consumer acceptance panels in Wolfville, Nova Scotia (n=56), and in Vancouver, British Columbia (Asian n=72, non-Asian n=72), evaluated the hedonic responses to the C1 and C2 formulations, respectively. We observed increases in color intensity, carrot flavor, creaminess, mouth-coating, and chalkiness with increasing carrot juice levels, as well as increases in color intensity, carrot flavor, creaminess, mouth-coating, thickness, and astringency with increasing milk solids concentrations of the C1 and C2 yogurts. Mean hedonic scores for color, appearance, and texture/mouth-feel were greater than hedonic scores for aroma, flavor/taste, and overall liking. This research identified the sensory qualities that need further development and demonstrated the importance of early-stage consumer acceptance research for directing new product development.

Food liking and craving: A cross-cultural approach

Spanish and American participants rated how much they liked three common sweets and three common beverages listed on a questionnaire. They also named the food or drink for which they had the strongest craving. Cross-cultural comparisons in liking were almost always consistent with cross-cultural comparisons in rates of exposure. In both cultures, among subjects whose cravings could be so classified more females (about 5/8) craved sweet foods than savories and more males (about 5/8) craved savories than sweets. Among sweet cravers, chocolate craving was much more frequent for American females (44.6%) than for American males (17.4%), but no such gender difference occurred for the Spaniards (28.6 and 22.2%). The results argue for a possible physiological basis for the gender differences in sweet/savory craving but against a physiological basis for chocolate craving.

The relationship of attitudes and experiences of Finnish youths to their hedonic responses to sweetness in soft drinks

Attitudes to sugar and previous experience (liking and use at present and in childhood) of sweet foods as well as hedonic responses to two levels of sweetness in soft drinks were determined in a young adult population (112 males, 112 females). Females were more negative in their attitudes but they reported greater liking of sweet foods. Sugar attitudes were not related to hedonic responses to normal sweetness (9%) in either sex group, but in the case of lower sweetness (5%) negative attitudes increased along with the rated pleasantness, particularly among males. Reported liking and use of soft drinks had some significant correlations with hedonic responses to both sweetness levels, but experiences of other sweet foods were not related to the hedonic responses to sweetness in soft drinks.

Sex differences in odor identification ability: a cross-cultural analysis

To ascertain the generality of a sex difference noted in odor identification ability, the University of Pennsylvania Smell Identification Test (UPSIT) was administered to four groups of subjects: Black Americans (n = 438), White Americans (n = 1559), Korean Americans (n = 106), and Native Japanese (n = 308). The women of all four groups outperformed the men to the same relative degree. The Korean American group performed better than the Black and White American groups, which, in turn, outperformed the Native Japanese. Analyses of the proportions of subjects correctly answering each of the test items revealed considerable similarity of relative item difficulty among the subject groups. Taken together, these data suggest that sex differences in odor identification ability are probably not due to ethnic or cultural factors, per se.