Influence Consumer Preferences Research Articles

Delayed Harvest Reduces Postharvest Quality and Storability of Southern Highbush cv. Meadowlark and Rabbiteye Blueberry cv. Brightwell

Blueberries are produced worldwide due to their high demand and antioxidant benefits. Berry quality, including texture, flavor, and antioxidant properties, influence consumer preferences and marketability. Harvesting blueberries at shorter intervals is essential for maintaining fruit quality, including firmness and flavor, while also minimizing postharvest losses. This study investigated the effects of delayed harvests on the postharvest quality of ‘Meadowlark’, a highbush blueberry, and ‘Brightwell’, a rabbiteye blueberry, harvested from two different locations in South Georgia in 2022 and 2023. The treatments consisted of harvest dates, with two harvests in 2022 and three harvests in 2023, followed by three storage-duration treatments (7, 14, and 21 days of storage) to evaluate postharvest quality. Fruit firmness, berry diameter, color, total soluble solids, titratable acidity, berry damage (%), and anthocyanin concentration were assessed at harvest and following storage days. In both cultivars, harvest 1 showed higher fruit firmness and storability compared with harvests 2 and 3 in 2023. During storage, the decline in firmness was higher in harvests 2 and 3 compared with harvest 1. Fruit from the delayed harvests exhibited the highest percentage of berry damage both at harvest and after 21 days of storage. Anthocyanin concentration varied across cultivars and years, with berries from harvest 2 having a higher anthocyanin concentration at harvest in 2022 and 2023 in the Brightwell cultivar. Overall, this study highlights the importance of optimizing harvest dates to maintain the postharvest quality and shelf life of blueberries.

Transformation of Consumer Buying Interest After The Pandemic Covid-19 Pandemic in Shopee E-Commerce

Digital marketing has become an essential strategy for influencing consumer purchasing decisions in the digital era. Technological and internet advancements have transformed how companies interact with consumers, enabling wider reach through platforms like social media, websites, and e-commerce. Besides enhancing brand awareness, digital marketing influences consumer preferences and behavior by offering personalized and tailored experiences. This study examines the impact of price, social media usage, and location on consumer buying interest on the Shopee platform. Using a quantitative method, data were collected through electronic questionnaires from 100 respondents and analyzed using SmartPLS with multiple linear regression. The results reveal that price significantly and positively influences buying interest (coefficient: 0.503, t-statistic: 6.234, P-value: 0.000). Social media usage, however, shows a positive but insignificant effect (coefficient: 0.138, t-statistic: 1.404, P-value: 0.164). Location also demonstrates a significant positive effect on purchase intention (coefficient: 0.316, t-statistic: 3.634, P-value: 0.000). The study concludes that price and location are critical factors in shaping consumer purchasing decisions on e-commerce platforms, particularly in the post-pandemic context. These findings underscore the importance of competitive pricing and convenient delivery as key drivers of purchase intention, providing valuable insights for businesses to refine their marketing strategies and adapt to evolving consumer preferences.

Comparative Metabolomics in Liver Reveals Eggshell Translucency Formation Using LC-MS Analysis

Eggshell translucency is the common problem on eggshell that become more severe with age. They are important because it influence consumer preferences and the economic value of eggs. The reason for the eggshell translucency is currently believed to be the eggshell membrane (ESM). In this study, we screened translucency eggs and normal eggs and used metabolomics to study liver metabolism in different eggshell translucency and discuss important liver lipids and phosphatidyl metabolites. Liver samples were taken for Liquid Chromatograph Mass Spectrometer (LC-MS) during the formation of eggshell membranes in hens, that is, when eggs form eggshell membranes in the oviduct isthmus. The results showed that we identified two essential metabolic pathways through differential metabolite pathway analysis, which were glycine, serine, and threonine metabolism related to amino acids metabolism and the PPAR metabolic pathway related to lipid metabolism. Furthermore, this study helps us understand the process of translucency egg production in poultry. This laid the foundation for in-depth research on eggshell translucency. These results may and provide support for future breeding.

ISLAMIC RELIGIOSITY AND ISLAMIC BRANDING ON MSMEs PERFORMANCE: FINANCIAL KNOWLEDGE AS MEDIATION

This study aims to determine the effect of Islamic religiosity and Islamic Branding on Micro, Small and Medium Enterprises (MSMEs) performance mediated by Financial Knowledge. The purpose of this research is to enrich the literature and also to provide a strong foothold in developing entrepreneurial strategies with sharia principles and try to examine the factors to take advantage of this potential. This research is particularly interesting because currently, research on the role of Religion on entrepreneurship in Indonesia is limited and scarce, mostly conducted on Western and non-Muslim businesses. Currently, the Islamic economy and halal industry are growing rapidly in both local and global markets. However, the fact is that the potential of the Islamic economy has not been maximally utilized by entrepreneurship in Indonesia. Therefore, this research focuses on sharia management and Entrepreneurship with the aim of not only influencing consumer preferences, but also providing a strong foothold in developing products, services, and management strategies that are in accordance with sharia principles to capitalize on the potential of the sharia economy. This study used purposive sampling method to collect data, using a questionnaire with the criteria of Muslim entrepreneurship owners or managers in MSMEs. This study uses quantitative data processing methods using structural equation modeling partial least squares analysis with Smart PLS 4.0 statistical tools. Islamic religiosity directly affects the performance of organization and affects financial capability and Islamic branding affects financial knowledge but does not directly affect the performance of organization. In addition, organization performance is influenced by individual financial knowledge. Another finding is that financial knowledge mediates Islamic religiosity but has no effect for Islamic branding on organizational performance.

Biochemical Processes During Cheese Ripening

Cheese ripening entails specific biochemical changes that occur under certain conditions during storage. These changes allow different cheese varieties to develop their unique characteristics. The ripening process is influenced by both primary and secondary biochemical events. These are driven by coagulating enzymes, milk's natural enzymes, and the enzymes of both starter and non-starter microflora. The main biochemical events during cheese ripening include proteolysis, lipolysis, and the metabolism of citrate and lactate. Secondary biochemical reactions then process the primary metabolic products, such as lactic acid, fatty acids, and amino acids. This leads to the formation of volatile compounds like alcohols, aldehydes, ketones, acids, lactones, phenols, esters, and sulfur compounds, which play a crucial role in determining the cheese's quality. These processes give each cheese type its distinctive features, like aroma, taste, color, texture, and pore structure, influencing consumer preferences. This review provides insights into the biochemical events that occur during the cheese ripening period.

GAYA HIDUP MASYARAKAT DAN MINAT BELI PAKAIAN BEKAS (THRIFT) DALAM PERSPEKTIF EKONOMI ISLAM

This research investigates the evolving lifestyle trends that have influenced consumer preferences for secondhand clothing, commonly known as “thrift.” The study aims to comprehend how lifestyle choices and costumer interests contribute to the practice of thrifting within the community, while also exploring the Islamic economic perspective on these lifestyle choices and consumer interests related to secondhand clothing utilization (thrift). Employing a qualitative research approach, the study focuses on observasing and analyzing thrifting activities at the Panorama Market in Bengkulu city as its research context. The findings reveal that lifestyle plays a pivotal role in shaping consumer interest in secondhand clothing, with community lifestyle choices exerting a positive influences on this interest. Primary factors driving this interest include affordability considerations, the reliability of product quality, alignment with fashion trends, social influence from the thrifting, community, and positive purchasing experiences. Furthermore, the Islamic economic perspetive offers valuable insights and guidance in understanding this phenomenon.

Enhancing Sustainable Branding: How Sustainability Can Drive Thai Business Success

This academic article explores the growing significance of sustainable branding as a strategic necessity for enterprises worldwide, emphasizing the context of Thailand. As sustainability increasingly influence consumer preferences and international trade practices, organizations are necessitated to harmonize their operations with environmental, social, and governance (ESG) values. The article examines key drivers behind the shift toward sustainable branding, including the environmental crisis, changing consumer expectations, and the rise of ESG funds. It highlights essential principles such as the Triple Bottom Line, Circular Economy, Stakeholder Theory, Corporate Social Responsibility (CSR), and Brand Equity, which furnish a formidable framework for executing sustainable branding practices that encourage long-term profitability and social responsibility. Through outstanding exemplars of leading Thai companies, including Siam Cement Group and PlanToys. Overall, the academic article illustrates how integrating sustainability into brand strategy can drive innovation, enhance market differentiation, and build consumer trust. Importantly, companies that adopt sustainability not only obtain competitive benefits but also facilitate positive environmental and societal transformation, guaranteeing enduring viability and achievement in the progressively eco-aware global marketplace.

Evaluasi Strategi Bersaing Teh Botol Sosro di Kota Surakarta (Pendekatan Competitive Profile Matrix)

The increasing popularity of packaged tea beverages has encouraged many companies to launch tea drink products and compete to gain positive consumer responses. This competitive condition demands that Teh Botol Sosro understand its market position and develop effective strategies to maintain and expand its market share. Therefore, this study applies the Competitive Profile Matrix (CPM) to analyze Teh Botol Sosro's market position in Surakarta, the first study in this context. The research aims to identify the key competitive factors, evaluate Teh Botol Sosro's position, and formulate alternative strategies to enhance its competitiveness. The research method is descriptive, with a purposive location selection in Surakarta. Key informants include the Area Sales Manager, Sales Supervisor, and Distributor Supervisor of PT Sinar Sosro in Surakarta City, with samples selected using accidental sampling. The data used includes primary and secondary data collected through observation, interviews, and documentation, then analyzed using the CPM analytical tool. Research findings showed that the primary competitive factors for Teh Botol Sosro include freshness of taste, tea fragrance, product size variations, packaging design, price, advertising, brand image, discounts, and distribution. Based on the CPM, Teh Botol Sosro ranks second, excelling in brand image, advertising, packaging design, and product size variations, but still competes closely with Teh Pucuk Harum, which holds the first position. The recommended alternative strategies include (1) maintaining performance on superior attributes, (2) benchmarking against competitors in aspects of freshness of taste, tea fragrance, nutrition, and price, and (3) enhancing discount and distribution strategies. This study is expected to provide insights into understanding the factors influencing consumer preferences and support the development of adaptive agribusiness strategies in the ready-to-drink tea industry.

Effects of 1-methylcyclopropene, methyl jasmonate and salicylic acid on physicochemical properties and wooliness of nectarine fruit during cold storage

BackgroundOwing to its high perishability, the market life of nectarine fruit is very short. Cold storage is a principal approach to limit post-harvest quality loss in nectarines. The objective of this research was to evaluate the impact of postharvest methyl jasmonate (MeJA), salicylic acid (SA) and 1-methylcyclopropene (1-MCP) on quality properties of nectarine fruit, specifically weight loss, firmness, phenolics and antioxidant activity, following cold storage and subsequent shelf life. Fruit immersed in water were considered as control. The fruit were stored at 0 ± 0.5 °C and 90 ± 5% RH for 56 d, then kept at 20 ± 0.5 °C and 70 ± 5% RH for 2 d in shelf life.ResultsThe results demonstrated that single or combined treatments of MeJA, SA and 1-MCP were effective on quality characteristics. During cold storage, fruit treated with MeJA + 1-MCP (3.66%) and SA + 1-MCP (3.54%) exhibited lower weight loss than the control (4.08%). In the final two measurements of storage, the flesh firmness of fruit treated with SA + 1-MCP (54.5 and 54.06 N, respectively) was higher than that of the control. At the end of cold storage, the SA + 1-MCP treatment (17.4%) exhibited higher soluble solids than the control (15.37%) and SA (15.20%) treatments. However, the total phenolics content was found to be higher in nectarine fruit treated with single SA than in the control, as well as in fruit treated with SA + 1-MCP and single 1-MCP. Wooliness in fruit treated with 1-MCP, SA and MeJA was found to be lower than in the control, while fruit had higher acceptance.ConclusionsAs a result, the SA + 1-MCP and MeJA + 1-MCP treatments were more efficacious in retarding the weight and firmness decline of nectarine fruit during storage. Also, it was revealed that 1-MCP, SA and MeJA could be employed as efficacious instruments in nectarine fruit with respect to wooliness and acceptance, which influence consumer preferences.

The Impacts of Psychology and Neuroscience on Consumers’ Behaviour

The intersection of psychology and neuroscience has revolutionized our understanding of consumer behavior, offering profound insights into the cognitive and emotional processes that drive decision-making. This research explores the multifaceted impacts of psychological theories and neuroscientific advancements on consumer behavior, emphasizing how factors such as perception, memory, emotions, and neural mechanisms shape purchasing decisions. By integrating behavioral economics, cognitive neuroscience, and social psychology, the study highlights the role of implicit biases, heuristics, and neurochemical responses in influencing consumer preferences. Furthermore, the research examines the implications of neuromarketing techniques, such as brain imaging and biometric analysis, in predicting and shaping consumer behavior. Ethical considerations, including privacy concerns and the potential manipulation of consumer choices, are critically addressed to ensure responsible applications of these insights. By synthesizing theoretical models with empirical evidence, this study provides a comprehensive framework for leveraging psychology and neuroscience to enhance marketing strategies, improve consumer satisfaction, and foster ethical business practices.

Phenolic Characterization and Quality Evaluation of Herbal Coffee from Roasted Juniper Berry Fruits (Juniperus drupacea L.): Elucidating the Impact of Roasting.

Consumers' demand for foods with health benefits and different tastes is on an increasing trend. Juniper berries ("andiz" in Turkish) are the fruits of perennial, aromatic, and resinous Juniperus drupacea trees. In this study, quality properties of herbal coffee samples obtained from juniper berries roasted at three different temperatures (120, 160, and 200 °C) and four different durations (10, 25, 32.5, and 55 min) were elucidated. The herbal coffee samples were prepared from roasted and powdered fruits, and their total phenolic contents (TPCs), sugar profiles, antioxidant activities (AAs), and other quality parameters were examined. The highest AA value was determined as 17.99 and 29.36 mM Trolox/L (DPPH and ABTS, respectively) in the herbal coffee prepared from berries roasted at 120 °C for 25 min. Sucrose and glucose were dominant in all herbal coffee samples. Sixteen phenolic compounds were identified and quantified by a LC-ESI-MS/MS device. The TPC values of the herbal coffee varied from 236.7 to 917.0 g/L, and the procyanidin dimer, amentoflavone, methyl-biflavone, and digalloylquinic acid were dominant in all samples. The hydroxymethylfurfural (HMF) content of the herbal coffee varied between 0.01 and 0.39 mg/kg. According to a sensory analysis, the herbal coffee obtained from fruits roasted at 120 °C for 25 min was the most appreciated sample. In sum, this work shows that herbal coffee is non-caffeinated and is an alternative to regular coffee drinks derived from juniper berries roasted at lower temperatures and has more significant phenolic and antioxidant contents. It also has the potential to offer innovative and healthy alternatives to the food industry. Future research should focus on investigating how this herbal coffee can be positioned in the market and can influence consumer preference.

Green Packaging Material Preferences among Young Chinese Consumers: A Comparative Study of Recycled versus Virgin Papers and Bio-based versus Synthetic Materials

Abstract Increasing the use of recycled paper instead of virgin wood pulp paper and plastic in green packaging has the potential to alleviate the current pressure on wood supplies, reduce the carbon footprint of consumer goods, and improve the sustainable development of the forest industry. Exploring how consumers’ environmental, carbon, and health concerns influence their preferences for different layers of green paper products can provide theoretical guidance for enhancing resource utilization and promoting sustainable development of the forest products market. This study aimed to identify consumer perceptions of green attributes, assess the impact of environmental and carbon concerns on green product preferences, and examine the significance of paper materials in various packaging layers. Utilizing conjoint, factor, and regression analyses, we investigated young Chinese consumers’ green packaging preferences, focusing on their prioritization of packaging types and the choice between recycled and regular paper over fossil-based materials. The results indicate that consumers prefer green attributes in food packaging, such as recycled paper, paper-based substitutes for plastic, and corn fiber substitutes for nylon. However, recycled paper and virgin paper have no significant difference in consumer utility. For different layers, the preference for recycled paper was slightly higher for outer packaging than for inner packaging and packaging in direct contact with food. Cognitive and affective attitudes toward recycled paper material have a positive impact on both recycled paper and paper-based plastic substitutes, while environmental concern directly influences the choice of recycled paper, and carbon concern influences consumer preferences for paper-based plastic substitutes.

Combining text mining of social media data and conjoint approach to investigate consumer choices on organic food

The growing interest in organic food is driven by consumer concerns about the impact of conventional agricultural practices on human health, and environment. It is crucial to understand the factors that influence consumer preference of organic food. Consumer preferences for organic food has been largely investigated using traditional methods which have limitations in terms of data validity, reliability, time, and cost. This study used social media data to investigate main factors influencing consumer perceptions and preferences of organic food using X’s API. The data were analysed by text mining, and topic modelling.The results reveal that organic production, sustainability, origin, shelf-life, and price are the five most important factors that influence consumers’ choices for organic food. Organic milk was used as the representative organic food product with attributes and levels established from the social media data analysis. A conjoint analysis was used with a sample of Vietnamese consumers. Sustainability is the most important attribute affecting organic consumer food choices followed by organic production, price, shelf-life, and origin. Segmentation analysis identified two clusters of consumers: in cluster 1 sustainability is the most importance attribute while in cluster 2 organic production is the most importance one.In conclusion, this study underscored the potential of social media data as a valuable source for understanding consumer behaviour and preferences in the context of organic food consumption. In addition, this study emphasized the significance of sustainability as a critical attribute in consumer decision-making with lower environmental impact influencing consumers’ likelihood to purchase organic food products.

Silkworm (Bombyx mori) frass as a novel culinary ‘tea’ application in gastronomy: Aroma profile, volatile compounds, and consumer acceptance

Tea is a popular beverage consumed all around the world. Its origins can be traced back to China, where it has been cultivated for thousands of years. A subcategory of tea is referred to as ‘insect tea’; it is produced using the excrement (frass) of insects that consume plants. This study explored the utilisation of silkworm frass, a by-product of silk production, as a novel beverage in the culinary field. It explored optimal preparation methods, and measured physicochemical properties, volatile aroma compounds, the sensory aroma profile, and consumer acceptance. Silkworm frass was collected and roasted at 160 °C for 0, 30, 40, and 50 min. The analysis revealed notable differences in the samples' water activity, moisture content, colour, and pH: Moisture content and water activity decreased, preventing spoilage of the samples, while pH increased, and the colour intensified. The volatile aroma analysis revealed 65 compounds, including alcohols, aldehydes, esters, ethers, ketones, phenols, pyrazines, and hydrocarbons. These compounds exhibited significant variations in concentration depending on the duration of roasting. Sensory evaluation presented distinct attributes associated with each sample, such as earthy and roasted aromas in all samples, and specific aromas of brown herbal aftertaste and tobacco leaves in the 50-min sample, roasted grain aromas in the 40-min sample, and stronger notes of cut hay for both the 30-min and 50-min sample. The hedonic sensory test revealed that the duration of roasting did not influence consumer preferences in terms of the attributes of taste, aroma, colour, texture, and overall acceptance. The novel ‘tea’ demonstrates potential in the gastronomy industry due to its aroma profile and positive consumer acceptance. It is a promising example of an upcycled culinary product that utilizes by-products from silk farms.

Unveiling Regional Dynamics and Factors Influencing Fish Purchase and Consumption in Odisha, India

Despite India being a major global fish producer, per capita fish consumption remains notably low in several regions, raising concerns regarding the nutritional adequacy of diets. This study explores the factors influencing fish purchase and consumption patterns in the Cuttack and Khordha districts of Odisha, India. A comprehensive survey (n=400)was conducted, and a trans-regression analysis was applied to identify key factors. The results reveal that fish quality, with an emphasis on freshness, taste, and texture, is the most crucial factor influencing consumer preferences in both districts. Affordability, represented by fish prices, ranked second, while dressing facilities unexpectedly held significant importance, reflecting consumer preference for convenience in fish preparation. Sociocultural factors, including local traditions and dietary customs, also played a role but were less significant compared to other factors. The study highlights apromising trend of fish consumption exceeding recommended levels, contributing positively to nutritional goals. A comparative analysis betweenregions showed variability in meat consumption, with fish standing out as a primary dietary staple. These findings underscore the need for region-specific strategies to promote sustainable fish consumption, considering both economic and socio-cultural influences. The study contributes to the understanding of regional variations in fish consumption patterns and provides a foundation for targeted interventions to address nutritional challenges and promote sustainable dietary practices.

Perception and Attitude of Consumer Patronage of Ghana-Grown Rice: Evidence from Kumasi, Ghana

Increasing human population, urbanization, and changing consumer trends have contributed to the emergence of rice as the leading staple food in Ghana. Despite its importance in the Ghanaian diet, patronage and consumption of locally grown rice are not yet widespread. This study investigates consumer patronage of locally grown rice in the Kumasi Metropolis, Ghana, and fills a critical gap in understanding the specific factors that influence consumer preferences in urban settings. Data were collected through a cross-sectional survey of 120 respondents across different income categories using a multistage sampling technique and analyzed using descriptive statistics, a Probit model, and Kendall's coefficient of concordance. The study found that cooking quality, palatability, colour, and fragrance were the primary attributes that influenced consumer preferences. Probit analysis revealed that income and the frequency of rice consumption significantly influenced the likelihood of purchasing locally grown rice. Specifically, a higher income decreases, while frequent rice consumption increases the likelihood of choosing local rice. Key constraints identified include perceived high cost, limited availability, and concerns about the quality of rice. This study recommends that local rice producers, agricultural organizations, and government bodies should make efforts to improve the sensory and culinary qualities of locally grown rice through improved processing techniques, increased promotion, and campaigns to ensure the commodity is readily available to consumers. These strategies aim to boost local rice consumption and support agricultural sustainability and food security in Ghana.

Social Exclusion and Consumer Preference for Crowded Shopping Environments: The Moderating Role of Time Perspective

Introduction: This study investigates how social exclusion influences consumer preferences for crowded shopping environments and examines the moderating role of time perspective. Specifically, it explores the mediating role of social connectedness and how present hedonism and fatalism impact these preferences.Methods: Three experimental studies tested the hypotheses. Participants were randomly assigned to social exclusion or inclusion conditions, and their preferences for crowded environments were measured. Time perspective (present hedonism and fatalism) and social connectedness were also assessed.Results: Results show that socially excluded consumers prefer crowded environments to fulfill their social connectedness needs. Present hedonism intensifies this preference, while present fatalism diminishes it. The findings demonstrate the significant role of social exclusion and time perspective in shaping consumer behavior.Practical Implications: These findings provide actionable strategies for retailers to design environments that address the psychological needs of socially excluded consumers. Retailers can use these insights to create targeted marketing strategies, especially in a post-pandemic context, where social interactions are evolving.Originality/Value: This study offers new insights into the psychological mechanisms behind consumer behavior in response to social exclusion. By integrating Belongingness Theory and Time Perspective Theory, it deepens the understanding of how social exclusion drives consumer preferences for crowded environments, highlighting the moderating effects of present hedonism and fatalism

Overexpression of ALDOC Promotes Porcine Intramuscular and Intermuscular Fat Deposition by Activating the AKT-mTORC1 Signaling Pathway.

Skeletal muscle fat accumulation, a common complication of obesity, has garnered increasing attention. For livestock animals, intramuscular fat content is a key determinant of meat quality and directly influences consumer preferences for different meat products. However, genes effectively regulating intramuscular and intermuscular fat (IIMF) deposition remain largely unexplored. To address this gap, we employed transcriptome sequencing of muscle from pigs with high and low IIMF contents, uncovering Aldolase C (ALDOC) as a novel key gene controlling IIMF. ALDOC overexpression significantly enhanced the IIMF content both in vivo and in vitro. Mechanistic investigations revealed that ALDOC activates the AKT-mTORC1 axis to promote lipid accumulation in myotubes and intramuscular adipocytes. Notably, the mTORC1 inhibitor rapamycin abrogated ALDOC's proadipogenic effect. Our findings establish ALDOC as a novel key gene regulating IIMF deposition and identify the ALDOC-AKT-mTORC1 signaling pathway as a promising therapeutic target for treating skeletal muscle fat infiltration and improving pork quality.

Cooking Time, Seed Darkening, and Iron and Zinc Concentrations of Selected Andean Genotypes of Common Bean

ABSTRACTCooking time (CT), post‐harvest darkening (PHD), and micronutrient content influence consumer preference of common bean (Phaseolus vulgaris L.) varieties. The objective of this study was to evaluate Andean genotypes for CT, PHD, and seed iron and zinc concentration. A total of 52 genotypes belonging to three market classes, namely, purple‐speckled (Kabulangeti), yellows, and cranberry (sugar beans), were grown at the Golden Valley Agricultural Research Trust (GART) Farm and the Mpika Research Farm in Zambia and assessed for CT, PHD, and seed iron and zinc concentration. The fastest cooking genotype among all 52 genotypes was a yellow genotype, Y1612‐5. Yellow genotypes generally cooked faster than the Kabulangeti and sugar types. Among the elite lines with Kabulangeti seed types, which is a dominant market class in Zambia, the elite line K175 had faster CT and higher iron and zinc concentration than the Kabulangeti landrace race currently available on the Zambian market. Kabulangeti and sugar genotypes showed regular darkening, whereas yellows did not darken. The yellow genotype Y1612‐3 was particularly outstanding because of its unique combination of high concentrations of both iron and zinc. Therefore, it can be used to introgress these two essential minerals into variable genetic backgrounds. The significant variability and high to moderate heritability for CT (0.85) and iron (0.81) and zinc (0.58) concentration observed in the current study suggest that it is possible to make progress in breeding for faster cooking varieties that are rich in iron and zinc.

Analysis of the Impact of Sustainable Marketing Strategic on Consumer Preferences

Sustainable marketing strategies have become an increasingly important topic in the business world. Based on Nielsen Indonesia data in 2021, around 83% of Indonesian consumers stated that they prefer products from brands that are committed to environmentally friendly business practices, but even though consumers express support for sustainable products, their purchasing behavior is not always consistent with this statement. This study aims to analyze the impact of sustainable marketing strategies in influencing consumer preferences and purchasing decisions. The research method uses a quantitative survey. The sample consisted of 400 randomly selected respondents. Data collection was carried out through a structured questionnaire, and data analysis used confirmatory factor analysis (CFA) and moderation regression. The results of the study show that sustainable marketing strategies have a significant influence on consumer preferences. Environmental awareness and social norms strengthen this relationship as significant moderating factors. Integration of sustainable strategies can increase product appeal and strengthen brand image in a competitive market, with a focus on strengthening sustainability communication to maximize the positive impact of sustainable marketing strategies.