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19 avril 2021 12:14

19 avril 2021 12:14

Purpose The purpose of this paper is to evaluate perceived sensory differences of organic and conventional leafy green vegetables through three sensory tests – blind, informed and inverted and the willingness to buy (WTB) them, and associated factors of organic food consumption by these students. Design/methodology/approach The research had a cross-sectional design with university students. First, a questionnaire with 16 statements was presented to 233 consumers with a five-point Likert scale response. The assertions were categorized into five domains: trust in organic production; trust in conventional production; positive attitude to organic; affordable price; and perceived quality. Afterwards, a hedonic scaling was conducted with 150 consumers, 50 in each type of test with conventional and organic leafy green vegetables: lettuce (Lactuca sativa L.); kale (Brassica oleracea L.); common chicory (Cichorium intybus); and endive (Cichorium endivia). Visual aspect, taste, texture, bitterness and overall liking for all samples were evaluated on a nine-point hedonic scale. Findings In general, the participants did not perceive sensory differences during the blind test, but when the information about the vegetables was provided, higher scores were obtained by those products labelled as organic in the informed test and in the inverted test (conventional labelled as organic). This effect was higher for students with stronger attitudes towards organic food. These results indicated that the perceived differences between organic and conventional leafy green by university students tended to be attitudinal and, therefore, can be greatly influenced by the information provided with the product. Originality/value This research showed that university students were influenced by the organic label, revealing their sensory perception about vegetables. This study had multiple methodological approaches, including hedonic scaling and consumers’ WTB. This combination allowed identifying the students’ attitudinal tendency in relation to their sensory perceptions of organic green leafy green vegetables.

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• AB - Modalité bio
• FREDO alimentation humaine
• FREDO qualité des produits
• GEO Brésil
• comparaison
• consommateur
• perception
• sensory evaluation
• sociologie

• consumer attitudes
• labelling
• organic food
• sensory evaluation
• willingness to buy

British Food Journal

121

1579-1591

2019-01-01

1 janvier 2019

10.1108/BFJ-08-2018-0503 Le DOI est une URL unique de référencement d'une publication. Il est donc plus fiable et permanent qu'une URL classique

0007-070X L’ISSN est un code de 8 chiffres servant à identifier les journaux, revues, magazines, périodiques de toute nature et sur tous supports, papier comme électronique.