Can Consumers Judge the Freshness of Fish from Visual Cues? A Case Study of Japanese Consumers

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In contemporary markets, fish are frequently wrapped in cling film, necessitating consumers’ reliance on visual cues to assess freshness. This study explores whether common Japanese consumers can accurately discern fish freshness based solely on visual information. We conducted an online experiment with 529 randomly selected participants in Japan by asking them to select the freshest fish from photographs of horse mackerel with varying freshness levels. In order to elucidate the mechanism of freshness detection, we conducted principal component analysis on the quantified body color and shape data. Additionally, we measured physical characteristics such as lipid contents, gloss, length, and weight of the fish. This study examines the correlation between these visual cues and consumers’ judgments, revealing the accuracy of visual indicators used by consumers in daily assessments of fish freshness. These findings suggest that a portion of Japanese consumers can correctly identify the freshness of fish based on appearance. They primarily rely on the brightness of the fish’s eyes and specific color combinations of the body to judge freshness, with the shape of the fish having less impact. Comparing the selection frequency between high- and low-accuracy participants, we observed that a low accuracy in freshness detection was not solely due to a lack of sensitivity to signals from photographs, but may also result from a misinterpretation of these signals by consumers.