AbstractThe objective of this study was to analyze the impact of factors that influence consumer satisfaction (CSAT) and how emotions and sensory attributes are related to the consumer's preference for Habanero pepper. In Phase 1: A total of 202 Habanero pepper consumers responded to a structured survey to determine the influence of factors on satisfaction using the Partial Least Squares (PLS)‐Path modeling technique. In Phase 2: A total of 498 pepper consumers evaluated images of immature, intermediate‐ripened, and ripened Habanero peppers assigning emotions, sensory attributes, and liking level for each chili image. Results showed that the relationship between intrinsic, extrinsic quality, and consumer safety influenced CSAT. Immature and ripened chili peppers were most preferred. Immature chilies elicited calm, bored, tame, and mild emotions that were related to attributes green vegetable, fresh leaf, and crunchiness. Ripened Habanero peppers elicited emotions such as loving, pleasant, active, worried, satisfied, happy, guilty, wild, aggressive, and joyful that were related to attributes mouth heat, mouth hardness, mouth numbness, and pungency. Satisfaction of Habanero pepper consumers is influenced by safety, extrinsic and intrinsic quality which includes emotions and sensory aspects such as color and texture.Practical ApplicationsThe use of online questionnaires is an effective tool to collect data for the explanation of the relationships between intrinsic and extrinsic factors from the consumer's point of view and for the evaluation of sensory attributes and emotions evoked through images of Habanero pepper. This makes it possible to identify different patterns of consumer liking levels that can be a key element in the generation of marketing strategies. Results from this research are important for the chili industry, producers, gastronomes and international and nationals' researchers dedicated to the production, processing, use, and research of the Habanero pepper.