Prisana Suwannaporn, Anita Linnemann and Ravipim Chaveesuk
Rice consumption per capita in many Asian countries is decreasing constantly, but American and European citizens are eating more rice nowadays. A preference study among consumers…
Abstract
Purpose
Rice consumption per capita in many Asian countries is decreasing constantly, but American and European citizens are eating more rice nowadays. A preference study among consumers was carried out with the aim of determining new rice product characteristics in order to support export of Thai rice. This paper aims to report the results
Design/methodology/approach
The research was based on both secondary and primary data collection. The secondary data included exploratory surveys of rice and its products which were conducted in some of Thailand's potential rice export markets. Exploratory primary data were collected through qualitative focus group research. A quantitative questionnaire with 1,128 consumers of target nationalities was conducted to access consumer attitudes and preferences with respect to rice and rice products.
Findings
Rice products were grouped with factor analysis and could be characterized by convenience (explained variance 33.9 per cent), grain variety (21.2 per cent), and tradition/naturalness (12.8 per cent). Rotated factor score plot of the preference for rice products among different nationalities showed a similarity in the preference for the tradition/natural products. Convenient products were preferred in higher income Asian countries and the non‐rice eating countries. These three product categories were correlated with consumers' ideas concerning the health‐supporting character of processed food.
Originality/value
Consumers' rice preferences differed greatly among nationalities. Rice exporters have to understand these different preferences in order to offer the right products to their customers. Assuming consumer preferences to be comparable to one's own country's preference can cause new product failure. This paper confirms existing differences and presents details and backgrounds of these differences.
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Siet Sijtsema, Anita Linnemann, Gé Backus, Wim Jongen, Ton van Gaasbeek and Hans Dagevos
This paper seeks to explore the design, organisation and application of group discussions in which projective techniques (expressive and associative) are used to unravel health…
Abstract
Purpose
This paper seeks to explore the design, organisation and application of group discussions in which projective techniques (expressive and associative) are used to unravel health perception of consumers in cognitive and affective terms.
Design/methodology/approach
A trained moderator led four group discussions in which 24 Dutch women, divided into two groups of six women aged between 50 and 65, and two groups of women with young children (0‐7 years old) participated. By means of expressive and associative techniques participants discuss health and food based on non‐verbal expressions, namely, drawings and abstract paintings made by themselves. The participants selected and discussed relevant terms related to food and health based on their interpretations and associations of images.
Findings
Participants related healthy to feeling free and happy (affective) and implied a balance between being active and passive. “Health” and “food” are associated with terms of nature (e.g. season, water and sun), specific products (vegetables and fruits), ingredients (vitamins, fibres, minerals) and no additives (cognitive).
Originality/value
The expressive and associative group discussions proved to be a promising, fascinating and participant‐friendly approach to gain an insight into the affective and the cognitive aspects that consumers relate to health‐promoting product characteristics.
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Pradeep Kumar Dahiya, M.J.R. Nout, Martinus A. van Boekel, Neelam Khetarpaul, Raj Bala Grewal and Anita Linnemann
The purpose of this paper is to address malnourishment in developing countries by a food-based approach in which locally produced and consumed foods are improved by applying food…
Abstract
Purpose
The purpose of this paper is to address malnourishment in developing countries by a food-based approach in which locally produced and consumed foods are improved by applying food processing techniques that benefit the amount and availability of desirable nutrients.
Design/methodology/approach
To facilitate this approach, this paper reports on the composition and in vitro micronutrient accessibility of 14 traditional mung bean foods from India in relation to their preparation methods.
Findings
Proximate composition, in vitro mineral accessibility, phytic acid and polyphenol contents varied among the range of products. Products requiring either fermentation or germination, had higher in vitro iron, zinc and calcium accessibility. Average in vitro iron, zinc and calcium accessibility of the mung bean products were 16, 9 and 418 mg kg−1 dry weight. Phytic acid and polyphenols averaged 2.1 and 1.8 g kg−1 dry weight, respectively, and were negatively correlated with in vitro mineral accessibility.
Practical implications
Different mung bean products (100 g) cover 12.0-59.5, 5.2-45.6, 4.2-28.6 and 1.1-7.1 per cent of the recommended dietary allowance for protein, iron, zinc and calcium, respectively, for seven- to nine-year-old Indian children.
Originality/value
This study demonstrated the wide range of traditional mung bean foods in India and presents options to tackle malnourishment by a food-based approach.
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Randall Arce Alvarado and Anita R. Linnemann
The purpose of this paper is to analyze whether consumers can discriminate coffees in the same way as a professional coffee judge, a cupper, to assess the relevance of cuppers'…
Abstract
Purpose
The purpose of this paper is to analyze whether consumers can discriminate coffees in the same way as a professional coffee judge, a cupper, to assess the relevance of cuppers' evaluations for taste differences perceived by consumers.
Design/methodology/approach
In total, 23 samples sold in international stores as Tarrazú coffee were bought. A cupper evaluated these samples using the international cupping procedures for the quality attributes aroma, fragrance, body and acidity. Of the 23 samples, five were used in a triangle test carried out by a panel of 12 non‐expert consumers to determine if their discriminations matched the expert's judgment.
Findings
Results from the cupper gave a high variability of the coffees evaluated. The results of the consumer panel demonstrated that discrimination between coffees by consumers was predicted by acidity differences assessed by the cupper. The same held for body but not necessarily for fragrance and aroma.
Originality/value
The paper revealed that discrimination between the coffees by the consumer panel matched the coffee cupper's evaluation differences. The high consistency of the results obtained from the consumer panel underpins that the respondents did not have much difficulty in rating the coffees with the same scores as the professional coffee judge. Thus, differences in coffee quality, notably with respect to acidity, are important to consider in coffee production and marketing as consumers can perceive them and thus use this information when deciding whether or not to buy the product again.
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Siet Sijtsema, Gé Backus, Anita Linnemann and Wim Jongen
The aim of this paper is to link the denotation of healthy and health‐related consumer terms of traditional Dutch meal components to characteristics, ingredients and affective…
Abstract
Purpose
The aim of this paper is to link the denotation of healthy and health‐related consumer terms of traditional Dutch meal components to characteristics, ingredients and affective aspects of food products.
Design/methodology/approach
A total of 344 respondents completed a questionnaire with propositions about product perception and health opinions. Distinct meal components of a traditional Dutch meal were chosen to make the research results applicable in product development.
Findings
A total of four clusters of consumers emerged: with an unconventional definition of health; with no interest in health; feeling healthy; and having health problems, with sample percentages of 21, 10, 50 and 18, respectively.
Originality/value
The study provides insight in the transformation (selection and formulation) of consumers' terminology related to health into attributes, ingredients and affective aspects of products for groups of consumers with a different definition of health.
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Valentina C. Tassone, Perry den Brok, Cassandra W.S. Tho and Arjen E.J. Wals
By envisioning the learning environment as an eco-social system, this study aims to map interrelated enablers of students’ sustainability-oriented learning (SoL) in the context of…
Abstract
Purpose
By envisioning the learning environment as an eco-social system, this study aims to map interrelated enablers of students’ sustainability-oriented learning (SoL) in the context of a university course at the interface of science and society.
Design/methodology/approach
A case-study approach was used to delineate what enables student learning in a university-wide transdisciplinary Master of Science course. A sample of 102 students, university and societal stakeholders participated to this study, by sharing their experiences and views through focus groups and questionnaires.
Findings
A main finding is the development of a configuration of six intertwined enablers that through their interplay help to cultivate students’ SoL, in the course under exploration.
Originality/value
This study paves the way for a re-orientation of how to explore learning in complex environments. It shows that adopting a relational, situated and systems approach is not only feasible but is also desirable to understand and guide learning practices in complex environments.