Sensory Drivers of Consumer Acceptance, Purchase Intent and Emotions toward Brewed Black Coffee.

Ammaraporn Pinsuwan,Witoon Prinyawiwatkul,Suntaree Suwonsichon,Penkwan Chompreeda

doi:10.3390/foods11020180

Sensory Drivers of Consumer Acceptance, Purchase Intent and Emotions toward Brewed Black Coffee.

Ammaraporn Pinsuwan, Witoon Prinyawiwatkul + Show 2 more

Open Access

https://doi.org/10.3390/foods11020180

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Abstract

The link between coffee aroma/flavor and elicited emotions remains underexplored. This research identified key sensory characteristics of brewed black coffee that affected acceptance, purchase intent and emotions for Thai consumers. Eight Arabica coffee samples were evaluated by eight trained descriptive panelists for intensities of 26 sensory attributes and by 100 brewed black coffee users for acceptance, purchase intent and emotions. Results showed that the samples exhibited a wide range of sensory characteristics, and large differences were mainly described by the attributes coffee identity (coffee ID), roasted, bitter taste, balance/blended and fullness. Differences also existed among the samples for overall liking, purchase intent and most emotion terms. Partial least square regression analysis revealed that liking, purchase intent and positive emotions, such as active, alert, awake, energetic, enthusiastic, feel good, happy, jump start, impressed, pleased, refreshed and vigorous were driven by coffee ID, roasted, ashy, pipe tobacco, bitter taste, rubber, overall sweet, balanced/blended, fullness and longevity. Contrarily, sour aromatic, sour taste, fruity, woody, musty/earthy, musty/dusty and molasses decreased liking, purchase intent and positive emotions, and stimulated negative emotions, such as disappointed, grouchy and unfulfilled. This information could be useful for creating or modifying the sensory profile of brewed black coffee to increase consumer acceptance.

Highlights

Coffee is one of the most widely consumed beverages in the world
These results were supported by previous works on coffee [21,26,33] and other food categories, such as sweetener [49], salty snack, yogurt, cheese [29], beef [50] and fruit and vegetable juices [15,51] that samples with higher liking scores were more12storfon17gly associated with positive emotions, while less liked samples were more strongly associated with negative emotions
Results from PLSR analysis (Figure 3) revealed sensory drivers of liking, purchase intent and emotions toward brewed black coffee based on 100 Thai coffee users

Summary

Introduction

Coffee is one of the most widely consumed beverages in the world. In 2021, revenue in the coffee segment amounts to around $409 billion, and the global coffee market is anticipated to grow annually by 6.9% during 2021–2025 [1]. Chambers et al [8] developed a sensory lexicon containing a set of 110 well-defined and referenced attributes, which could be used to describe the aroma and flavor of a wide range of brewed coffee samples. An emotion lexicon called the Coffee-drinking Experience (CDE) was developed by Bhumiratana et al [21]. Kanjanakorn and Lee [22] used the ESP and CDE to study emotions elicited by coffee-drinking, and results of the two scales were compared. They found that emotions evoked by coffee-drinking were captured as energetic, satisfied and pleased by both scales at similar ratings. Coffee emotion lexicons were developed in different languages, such as Chinese, Korean [26] and Thai [27] using the CDE and/or the ESP as baselines

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