Abstract
Geographical indication (GI) labeling is used to represent information about specific geographical origins of target products. This study aimed at determining the impact of GI information on sensory perception and acceptance of cooked aromatic rice samples. Ninety-nine participants evaluated cooked rice samples prepared using each of three aromatic rice varieties both with and without being provided with GI information. Participants rated the acceptance and intensity of the cooked rice samples in terms of appearance, aroma, flavor, texture, and overall liking, and also reported how important the GI information was to them. The results showed that consumers rated the cooked rice samples higher in appearance and overall liking when provided with GI information. Interestingly, participants who valued “state-of-origin” information more highly exhibited increased hedonic ratings of cooked rice samples when provided with GI information, but not when no GI information was given. Participants provided with GI information rated flavor or sweetness intensities of cooked aromatic rice samples closer to just-about-right than those without such information. This study provides empirical evidence about how GI information modulates sensory perception and acceptance of cooked aromatic rice samples. The findings will help rice industry, farmers, and traders better employ GI labeling to increase consumer acceptability of their rice products.
Highlights
IntroductionIntrinsic cues (e.g., sensory properties of appearance, texture, aroma, and taste) of products often work together with extrinsic cues (e.g., packaging, brand name, food origin, and labeling), thereby influencing what types of food consumers choose [1,2,3]
Intrinsic cues of products often work together with extrinsic cues, thereby influencing what types of food consumers choose [1,2,3]
When consumers are exposed to both packaging information and sensory properties of food products, their food choice is influenced by both factors, not just how much they like the product based on its sensory qualities [1,2]
Summary
Intrinsic cues (e.g., sensory properties of appearance, texture, aroma, and taste) of products often work together with extrinsic cues (e.g., packaging, brand name, food origin, and labeling), thereby influencing what types of food consumers choose [1,2,3]. When consumers are exposed to both packaging information and sensory properties (e.g., appearance or flavor) of food products, their food choice is influenced by both factors, not just how much they like the product based on its sensory qualities [1,2]. This trend has been observed in a variety of test samples, including beef [4], yogurt [5], apple juice [6], blackcurrant squashes [7], sweeteners [8], and mixed vegetable juice [2]. In a study by Stolzenbach et al [6], when consumers were shown the brand of apple juice they were tasting, their liking scores were impacted and changed compared to when they did a blind tasting of the
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