Consumer perception of bread depending on wheat origin in relation to physicochemical characteristics of wheat flour

Mi Kim,Hee Jung,Han Kwak,Ouiwoung Kim,Hoon Kim,Sang Kim,Min Lee

doi:10.9755/ejfa.ejfa-2016-08-1131

Mi Kim, Hee Jung + Show 5 more

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https://doi.org/10.9755/ejfa.ejfa-2016-08-1131

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Abstract

The objective of this study was to investigate the influence of wheat origins on consumer acceptability, purchase intent (PI), and willingness to pay (WTP) of bread in relation to physicochemical characteristics of Korean wheat flour and imported wheat flour. The specific volumes (SV) of bread made with imported wheat flour were correlated with protein (r = 0.893), gluten (r = 0.843), or extensibility (r = 0.879). However, relatively low correlations were found between SV and protein (r = 0.528), gluten (r = 0.459), or extensibility (r = 0.413) in Korean wheat flour. The bread prepared with Korean wheat JK_1, imported wheat NS, and HRW_1 showed higher consumer acceptability, PI, and WTP than others in a blind consumer test. When the origins of the wheat flour were informed to Korean consumers, the WTP for breads prepared with JK_1 was increased significantly, while the overall acceptability was slightly increased for bread made with Korean wheat flour. Overall results of this study showed that Korean consumers exhibited a preference for Korean wheat products and willingness to pay more money than those from the imported wheat despite inconsistencies of wheat quality found in the Korean wheat flours.

Highlights

Wheat (Triticum aestivum L.) is one of the major grains in the world (Van Hung et al, 2009)
The 14 wheat flour samples were significantly different in protein and gluten contents
As reported by Anjum and Walker (2000), the protein content of imported wheat flour in this study varied with cultivar or class type of wheat (Table 2)

Summary

Introduction

Wheat (Triticum aestivum L.) is one of the major grains in the world (Van Hung et al, 2009). Wheat accounted for approximately 28% of world total grain consumption in 2014 (FAO, 2015). In Korea, wheat is the second mostly consumed grain after rice, and annual wheat consumption per capita has increased from 26.1 kg in 1970 to 31.7 kg in 2014 (MAFRA, 2015). Due to geological and weather issues, wheat has not been cultivated widely in Korea; approximately 99% of wheat consumed in the country is imported mainly from the United States of America (USA) and Australia (KCS, 2015; MAFRA, 2015). Consumer perception may be affected by the country of origin (CO) as well as the quality status of the food product Consumers have begun to pay attention to locally grown wheat due to food preservatives used in wheat kernel prior to international transportation (Jin and Kim, 2011).

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