How sauce color affects consumer emotional response and purchase intention: a structural equation modeling approach for sensory analysis

Ketkaew, Chavis; Wongthahan, Peerapong; Sae‐Eaw, Amporn

doi:10.1108/bfj-07-2020-0578

Cited by 13 publications

(8 citation statements)

References 57 publications

(70 reference statements)

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“…Several research articles related to food marketing utilized employing the SEM approach. Most research results revealed relationships among consumer attitudes and marketing terms interpreted by consumer perceptions and behavioral intention [20][21][22][23]. Following those recent papers, we propose that the relationship of variables in this paper could be created using the SEM framework.…”

Section: Literature Reviewmentioning

confidence: 90%

“…This step performs a measurement invariance (MI) analysis utilizing the segment as a moderator dividing the sample into two groups (non-green consumer and green consumer) and then performing a z-test for the difference between the two groups' factor loadings. A z-test was used for the multi-group analysis in SEM [20,73,74]. The results of the statistical analysis are discussed in the next section.…”

Section: Data Analysis and Statistical Measuresmentioning

confidence: 99%

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Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention

et al. 2022

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Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. This research article aims to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior. It employed a sample of 458 green food consumers in five regions of Thailand. Based on the Food-Related Lifestyle model, we used cluster analysis to classify the market segments. Additionally, we employed a multi-group structural equation modeling technique to explore and compare customers’ behaviors in different segments. The results demonstrated two primary market segments for green food products, including (1) non-green consumers and (2) green consumers. The findings indicate that green consumers’ self-realization related to environmental issues positively affects their attitude and purchase intention, while non-green consumers reveal none of these relationships. Surprisingly, social norms related to green food consumption influence non-green consumers’ attitudes toward green food more than it does toward green consumers. This research paper enlarges the understanding of Thailand’s green food market regarding the market segments (non-green and green consumers). Furthermore, it points out implications on how marketing practitioners may penetrate those segments.

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Section: Literature Reviewmentioning

confidence: 90%

Section: Data Analysis and Statistical Measuresmentioning

confidence: 99%

Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention

et al. 2022

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“…There was no consensus about the overall preference for this attribute, yet the accompaniment was very important for participants, which indicated that “ Accompaniment ” had potentially a significant role in consumers' acceptance of a new fish cake. For example, Ketkaew et al. (2021) explored visual cues of soy sauce and consumers' purchase intention and concluded that medium and dark brown colours were preferred over light brown.…”

Section: Discussionmentioning

confidence: 99%

“…There was no consensus about the overall preference for this attribute, yet the accompaniment was very important for participants, which indicated that "Accompaniment" had potentially a significant role in consumers' acceptance of a new fish cake. For example, Ketkaew et al (2021) explored visual cues of soy sauce and consumers' purchase intention and concluded that medium and dark brown colours were preferred over light brown. Focus groups suggested that if there was an accompaniment served, it should not fully cover the product, and thus, an accompaniment in a small separate bowl or container could be a potential optimal solution for this attribute.…”

Section: Discussionmentioning

confidence: 99%

Market-oriented product development of novel sustainably sourced seafood product concepts: consumers' preferences for a different kettle of fish cake

McKenzie

Bogue

Repar

2021

BFJ

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PurposeThe purpose of this study is to utilise market-oriented methodologies to determine key attributes driving consumers' preferences for novel sustainably sourced seafood concepts, derived from a species of wild-caught fish unfamiliar to consumers and to explore new product concepts for various consumer clusters.Design/methodology/approachThis study applied a mixed-method approach including five focus groups with 40 consumers and a single conjoint-based questionnaire administered to 300 seafood consumers in Ireland. The focus groups explored in-depth consumers' expectations, requirements and preferences and identified the key attributes that would influence acceptance of new seafood products. Full-profile conjoint analysis was used to model consumers' preferences for novel seafood product concepts that utilised a sustainably sourced species unfamiliar to the consumer.FindingsFocus groups revealed that the most important attributes were brand, price, format, packaging, supplementary information and accompaniment. The conjoint simulation identified three consumer clusters. Product concepts containing a sustainably sourced fish species were identified according to the preferences of each consumer cluster.Originality/valueThis research highlighted a sustainability angle in new product development and identified a competitive advantage and market potential for boarfish (Capros aper), which is an underutilised Irish fish species. It used a market-oriented approach to explore the development of novel sustainably sourced value-added seafood product concepts. The study results provide small and medium seafood companies with original and unique insights for developing novel sustainably sourced fish products that increase consumer acceptance.

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“…Bigoin-Gagnan and Lacoste-Badie [ 29 ] indicated that food quality, packaging, service, and convenience influenced consumers’ perceived utility value at shoping malls and chain stores, which affected repurchase intention. Taste, color, appearance, smell, brand, price, packaging, and product attractiveness are more essential than health claims when it comes to food purchasing decisions [ 30 , 31 , 32 ]. Previous research found that consumers value a product’s health benefits when personally relevant to them, such as their health-conscious behaviours and dietary patterns [ 33 ].…”

Section: Literature Reviewmentioning

confidence: 99%

Conceptualizing a Gluten-Free Instant Noodle Prototype Using Environmental Sustainability Aspects: A Cross-National Qualitative Study on Thai and Danish Consumers

Sae‐Eaw

Wongsaichia

Giacalone

et al. 2022

Foods

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Gluten-free food products have been developed to satisfy the needs of consumers with celiac disease. However, there has been little research on the product feature development of sustainable gluten-free instant noodles through a qualitative study to explore the customer insights related to environmental attitude and purchase decision. Using a cross-national comparative study between Thai and Danish consumers, this study aims to (1) identify the target customer segments for each country; (2) explore the target customer segments regarding behaviours, desired outcomes, and pain points; and (3) suggest gluten-free instant noodle product prototypes suitable for each country. With a qualitative interview approach, 60 target customers (30 Thai and 30 Danish) were recruited to participate in this research. In addition, a thematic analysis was undertaken to examine their behaviours, desired outcomes, and pain points toward sustainable gluten-free instant noodle products. The findings revealed that convenience-oriented customers were the target segment of gluten-free instant noodle products in Thailand. This segment primarily focused on convenience as the main reason for consuming instant noodles and had common pain points in terms of taste. In contrast, environment-oriented customers were the target customer segment in Denmark. This segment consisted primarily of young women who eat less meat and shared common pain points such as difficulty accessing more sustainable options. Hence, there is a need to educate customers in Thailand (an emerging economy) and increase their awareness regarding environmental sustainability and consumption.

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How sauce color affects consumer emotional response and purchase intention: a structural equation modeling approach for sensory analysis

Cited by 13 publications

References 57 publications

Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention

Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention

Market-oriented product development of novel sustainably sourced seafood product concepts: consumers' preferences for a different kettle of fish cake

Conceptualizing a Gluten-Free Instant Noodle Prototype Using Environmental Sustainability Aspects: A Cross-National Qualitative Study on Thai and Danish Consumers

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