AN INVESTIGATION USING THREE APPROACHES TO UNDERSTAND THE INFLUENCE OF EXTRINSIC PRODUCT CUES ON CONSUMER BEHAVIOR: AN EXAMPLE OF AUSTRALIAN WINES

Does Carbon Footprint Play a Relevant Role in Food Consumer Behaviour? A Focus on Spanish Beef

Carbon footprint has become a reference indicator of the environmental impact of food production. Governments are increasingly demanding a trend towards low-carbon-footprint production in order to reduce the impact on climate change. In this sense, the study of consumers' preferences and assessment of products from the perspective of their carbon footprint is crucial to achieve a green and circular economy. This paper specifically attempted to assess consumer preference and willingness to pay for beef that has been carbon-footprint-labelled as an attribute. In order to attain this objective, a choice experiment was designed and applied to a total of 362 Spanish consumers. The results revealed a positive preference towards beef produced in low-carbon-footprint systems. In addition, the segmentation of these consumers revealed the existence of a group of consumers who prioritise environmental impact over product price.

Influence of Label Design and Country of Origin Information in Wines on Consumers' Visual, Sensory, and Emotional Responses

This study aimed to evaluate the influence of origin information on Pinot Noir wine labels using eye-tracking and its associations with purchase intent, and hedonic and subconscious emotional responses. Two studies were carried out on untrained university staff and students aged 20-60 years old. Study 1 was conducted to assess consumers' (n = 55; 55% males, and 45% females) self-reported and subconscious responses towards four design labels (with and without New Zealand origin name/script or origin logo) using eye-tracking and video analysis to evaluate emotions of participants. In study 2, participants (n = 72, 56% males, and 44% females) blind-tasted the same wine sample from different labels while recording their self-reported responses. In study 1, no significant differences were found in fixations between origin name/script and origin logo. However, participants paid more attention to the image and the brand name on the wine labels. In study 2, no significant effects on emotional responses were found with or without the origin name/script or logo. Nonetheless, a multiple factor analysis showed either negative or no associations between the baseline (wine with no label) and the samples showing the different labels, even though the taste of the wine samples was the same, which confirmed an influence of the label on the wine appreciation. Among results from studies 1 and 2, origin information affected the purchase intent and hedonic responses marginally. These findings can be used to design wine labels for e-commerce.

Consumer Perceptions of Wine Quality Assurance Programs: An Opportunity for Emerging Wine Markets

Quality assurance programs (QAPs) may add value to wines through reassuring consumers of wine quality prior to purchase and consumption. In Tennessee, the potential to use a wine QAP is being explored as a means to improve the industry’s economic sustainability. To date, several QAPs exist, but studies directly related to their impact on consumer behavior for wines from emerging areas are scarce. We used an online survey instrument to elicit consumer perceptions of QAPs importance on wine purchasing decisions and how the presence of a QAP may impact their purchasing behavior for a wine from an emerging area (e.g., Tennessee). Wine involvement, QAP perceptions, and familiarity were also measured. A mixed-process model was used to estimate the two ordered probit models for importance of QAPs and the influence of QAPs on Tennessee wine purchases, where QAP importance was treated as a latent variable influencing Tennessee wine purchases. Ordinal probit estimates suggest that greater on-site spending and greater perceived benefits of QAPs (as indicators of quality and standardization) resulted in a higher probability of perceived QAP importance when making wine purchasing decisions. Reduced form estimates of the model of Tennessee wine purchases indicated distance to wine producing areas, female gender, and familiarity with Tennessee wines each negatively influenced the potential impact of QAPs on Tennessee wine purchases. However, on-site spending at wineries and perceived benefits of a Tennessee QAP increased likelihood of Tennessee wine purchases.

Exploring young consumers' attitudes and emotions to sensory and physicochemical properties of different red wines

To gain deeper understanding on young consumers' attitudes and preferences to wines is needed to connect wine industry with the youth. The aims of the present study were (i) to define 'trendy wine' for young consumers and (ii) to identify chemical drivers of liking in red wines for the youth. The study was divided in two phases: phase I explored young consumers' attitudes towards wines using an online survey, and phase II studied the relationship between hedonic and emotional responses elicited by 12 red wine samples and their physico-chemical characteristics. Consumers' responses and physico-chemical data were related using Principal Component Analysis (PCA). Results of the online survey showed that trendy wines were associated to: sparkling, soft, fresh, fruity, sweet, light, and balanced wines. Also, young consumers reported that, although flavor was considered the most important attribute, price and Protected Designation of Origin could be valuable attributes. PCA results of phase II showed that wines with a lower ratio [total polyphenol index/polysaccharides] were more liked and elicited more positive emotions than wines with higher total polyphenol index, color intensity, volatile acidity, and alcohol content. Liking and positive emotions were positively related to higher Odor Activity Values of the volatile compounds from the organic acids group. The presence of benzenoids and lactones, and the lower presence of terpenoids & norisoprenoids were associated with negative emotions. In conclusion, red wines should be soft (described as lower ratio [total polyphenol index/polysaccharides]), and have floral, and fruity aromas to better connect with young consumers.

USA Mid-Atlantic Consumer Preferences for Front Label Attributes for Local Wine

The purpose of this research was to investigate Mid-Atlantic USA wine consumers’ preferences for front wine label attributes for a lesser-known/unknown local wine variety. The wine consumer base in this part of the USA exceeds that of California. Although the mid-Atlantic is experiencing an increase in the number of wineries, there is a lack of region-specific consumer research that could be the basis for marketing strategies that may differ from those in more established wine regions, such as CA. We recruited 1011 mid-Atlantic consumers who drank wine (at least 1×/month) to view variations of a wine label, differing in wine tag, location description, font types, and images in a choice-based conjoint experiment. A greater percentage of consumers selected the “White Wine” tag and scripted fonts than the other options, with a generalized county text (“Proudly produced in Lehigh County, PA”) being selected by more participants than the American Viticultural Area (AVA) (“Lehigh Valley AVA”) or state (“Pennsylvania”) texts; however, the location text had a lower importance than the wine tag variable. This study implies that a generalized county text that describes a more specific location where the grapes were grown may be more favorable to mid-Atlantic consumers in comparison to AVA or state texts, and that traditional images and generic wine labels are more preferable than wine labels they have not seen before and more contemporary label styles. Wineries in the mid-Atlantic region may want to add generalized county texts to their labels to appeal to the regional audience. As AVAs are used to promote specific wine regions in the USA, and only some consumers choose wines based on these designations, governments and marketing organizations may want to increase education on local AVAs to increase consumer awareness and interest. In addition, consumer differences in variety-seeking behavior and subjective as well as objective wine knowledge, but not attitudes toward locally produced foods, affected wine label choice: Consumers scoring higher in variety-seeking and wine knowledge preferred the specific wine varietal over the generic wine tag; similarly, consumers that indicated familiarity with the wine varietal also preferred the specific wine tag over the generic label. Differences in consumer psychographics appear to modulate front wine label preferences.

Consumer Response to Cake with Apple Pomace as a Sustainable Source of Fibre

The use of apple pomace flour (APF) as a fibre enrichment strategy was investigated. The aim of this study was to evaluate consumers' response to intrinsic and extrinsic properties of a bakery premix product when using APF. Apple pomace, a by-product from the juice industry, was dried and ground. APF is high in carbohydrates (47.47%) and fibre (38.48%), and it was used to partially substitute wheat flour and sugar in a cake premix. Acceptability, health, and nutrition questions were evaluated with and without information in terms of regular and fibre-enriched cake. The regular cake score was not affected by information, while the enriched cake's score increased with information. Three clusters were identified. Cluster 1 (29%) showed high liking scores for regular cake, cluster 2 (31%) for the fibre-enriched cake, and cluster 3 (40%) showed similar liking for both. Consumers described the samples and ideal cake using a check-all-that-apply (CATA) questionnaire. Penalty analyses explained differences in acceptability among consumers. Healthiness, tastiness, and fibre content were the main reasons to buy the enriched cake for cluster 2; taste for consumers in cluster 1; and healthiness and taste for consumers in cluster 3. APF as a functional ingredient may be a consumers' choice as a sustainable use of apple pomace.

Current Research Related to Wine Sensory Perception Since 2010

Due to socioeconomic changes, the demand for and interest in alcoholic beverages have recently been increasing. Among various alcoholic drinks, consumer preference for wine could be varied. It might be related with its complexity, as wine is known to have characteristics that are difficult to understand. Several factors, such as intrinsic or extrinsic factors interact to influence wine complexity and consumer perception. Many studies have been conducted to understand the complexity of wine, allowing deeper insight into its perception by consumers. Studies over the last decade on wine sensory perception using descriptive analysis and consumer tests were reviewed. Additionally, chemical analysis studies were included because flavor constituents information would contribute to a better understanding of sensory perception. Descriptive sensory analysis of wine was reviewed considering panels and flavor characterization for better understanding wine-related research. Several consumer studies regarding liking/preference, emotion, context, and extrinsic factors to understand consumer preference or perception were reviewed. Research on chemical constituents may affect consumer perception and is thus presented in this review. However, most of the research was focused on a narrow range of wine, thus is missing overall wine category evaluations. Furthermore, evaluations were mainly in wine-producing countries, resulting in limited understanding of an emergent market. This review will help guide wine researchers and industry by providing information on factors influencing consumer wine perception.

Traditional Varieties for Local Markets: A Sustainable Proposal for Agricultural SMEs

Agricultural activity has changed significantly in recent years. There is a clear trend towards monoculture and the replacement of traditional crops for others which are more productive and achieve better economic results. These factors have two fundamental consequences: on the one hand, the abandonment of agricultural activity, with the subsequent loss of rurality; on the other hand, a negative effect on the maintenance of biodiversity, because traditional varieties disappear. In this context, this paper analyses the situation of consumers and farmers of a traditional crop in the southeast of Spain: the tomato. In order to understand the current situation and the forecasted future, a choice experiment was conducted on 217 tomato consumers. Furthermore, 40 tomato farmers of this area underwent an in-depth interview. On the one hand, analysis of the consumer study established a potential segment of the population that prefers traditional varieties due to their high organoleptic properties. Meanwhile, the farmer study revealed a segment of this population that is willing to produce these types of crops. Therefore, the possibility that a certain sector of producers cultivates traditional varieties is suggested, and for these varieties to be aimed at a market niche that values them positively, making the activity of Small and Medium Enterprises (agricultural SMEs) profitable. This would improve the sustainability of the rural territory and would strengthen the preservation of genetic heritage.

Is production system a relevant attribute in consumers' food preferences? The case of Iberian dry-cured ham in Spain

Spanish consumers have a strong preference for Iberian meat products, as they perceive them to be of extra sensorial and nutritional quality. The production of these meat products depends on multiple variables, such as genetics, livestock production systems and, above all, the feed provided. The aim of this paper is to study the preferences of Spanish consumers for the various types of Iberian dry-cured ham, analysing whether they are willing to pay the premium required by the highest-quality products. The methodological approach combined a sensory analysis and a choice-based conjoint experiment with obtained through tasting sessions in Extremadura (SW of Spain). Findings of the sensory test have shown that there are significant differences in odour, texture and taste, explained mainly by the type of feed pigs were fed. The main results of the choice experiment have also shown that the type of feed is the most preferred attribute by consumers, in line with the sensory analysis.

Blueberry pomace as a source of antioxidant fibre in cookies: Consumer’s expectations and critical attributes for developing a new product

Valorisation of an agroindustry by-product, through its uses as an ingredient, in the development of a product may be an opportunity for industries to reduce wastes; generating a valuable product rich in bioactive compounds. Nevertheless, as happens with every new product, food manufacturers follow the market trend ensuring that any new product or idea meets consumer’s expectations. The aim of this work is to study the expectation and the acceptability of consumers towards fibre-enriched cookies using blueberry pomace as a functional ingredient. A label for the blueberry cookies, created for this purpose, was evaluated by consumers who rated their expected liking when observing this label. Fibre-enriched cookies were formulated using blueberry pomace powder as source ingredient for antioxidant dietary fibre. A cookie without fibre was evaluated as a reference. Cookies were evaluated by a group of consumers who rated their degree of liking when tasting the sample under blind and informed conditions. Results showed that the consumer expectations were not fulfilled when assessing the product. Acceptability scores of blueberry pomace, fibre-enriched cookies show that most consumers are not willing to compromise hedonic aspects of cookies for their healthful attributes. Focus group was used to explore the characteristics a healthy cookie should have. Formulation of cookies must be optimised taking into account the acceptability of consumers.

Wine bottle design thinking modelling: An analysis of local wine brands within Urla vineyard road

Wineries always try different types of marketing strategies such as tasting rooms, promotion through the social media or websites. The main goal is to establish a way to win the consumers' loyalty and to keep them coming back or consuming their brand. In the last decades, the influences of the front and back label on consumers have largely been started to investigate. In this study, the wine bottles produced in the wineries located on Urla vineyard road were investigated in terms of their visual codes. The visual codes were identified in four classes: layouts and composition, typography, illustrations, and colours. Each label investigated based on the semiotics analyses. The findings suggested that the wine labels convey the feeling of tradition, seniority, elegance and history.

Consumer knowledge, preference, and perceived quality of dried tomato products in Ghana

Postharvest losses (PHL) are incurred in the tomato value chain in Ghana and solar drying of tomato is a promising technology for reducing the loss. However, there are concerns on the usage, functionality and sensory appeal of the dried products to consumers, compounded with the lack of information and research on dried tomato processing in Ghana. A survey was carried out by administering semistructured questionnaires to 395 randomly selected and willing respondents in the Accra Metropolis. Information was obtained on the socioeconomic profile, consumption pattern, knowledge, and acceptance of tomato processing technologies and assessment of quality attributes important to consumers. Most consumers (74%) preferred tomato powder that is conveniently packaged to retain the characteristic intense taste and the flavor using Friedman's rank mean procedure. The study indicated that consumers were more concerned about good manufacturing practices during the production of solar‐dried tomato (48.8%) rather than the quality attributes (8.6%). These findings indicate the need for safe solar drying procedures in order to increase consumer acceptability of solar‐dried tomato products in Ghana.

Influence of oak maturation regimen on composition, sensory properties, quality, and consumer acceptability of cabernet sauvignon wines

Oak barrels have long been the preferred method for oak maturation of wine, but barrels contribute significantly to production costs, so alternate oak maturation regimens have been introduced, particularly for wines at lower price points. To date, few studies have investigated consumers' acceptance of wines made using non-traditional oak treatments. In this study, two Cabernet Sauvignon wines were aged using traditional (i.e., barrel) and/or alternative (i.e., stainless steel or plastic tanks and vats, with oak wood added) maturation regimens. Chemical and sensory analyses were subsequently performed to determine the influence on wine composition and sensory properties, that is, the presence of key oak-derived volatile compounds and perceptible oak aromas and flavor. The quality of a subset of wines was rated by a panel of 10 wine experts using a 20-point scoring system, with all wines considered technically sound. Consumer acceptance of wines was also determined. Hedonic ratings ranged from 5.7 to 5.9 (on a 9-point scale), indicating there was no significant difference in consumers' overall liking of each wine. However, segmentation based on individual liking scores identified three distinct clusters comprising consumers with considerably different wine preferences. These results justify wine producers' use of alternative oak maturation regimens to achieve wine styles that appeal to different segments of their target market.