The Effect of Korean Native Chicken Breed Information on Consumer Sensory Evaluation and Purchase Behavior

• 발행기관: 한국축산식품학회
• 저자명: Seoyoung Park Nayeong Kim Wooksung Kim Junghoon Moon
• 간행물 정보: 『Food Science of Animal Resources』Food Science of Animal Resources 제42권 제1호, 111~127쪽, 전체 17쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2022.01.31

영문 초록

This study examined how chicken breed affects consumer behavior. The breeds evaluated were a Korean native chicken (KNC) and a commercial broiler (CB). Consumer behavior was measured by evaluating sensory attributes (taste, odor, and texture) and purchase behaviors [satisfaction, purchase intention, and willingness to pay (WTP)]. The sensory evaluation was conducted using healthy Korean consumers (n=100). The chicken was cooked in baeksuk (Korean traditional chicken soup), which is a seasonal summer health food in Korea. The participants evaluated sensory attributes and purchase behaviors between blinded samples of baeksuk (CB) and unblinded samples of baeksuk (KNC). The sensory evaluation involved chicken breasts and legs. The participants considered KNC as having a more umami taste, a chewier and juicer texture, and a less metallic odor than CB. Moreover, when participants were given KNC breed information, they expressed higher satisfaction, purchase intention, and WTP. The results of this study contribute to consumer behavior literature by revealing the effects of breed information on consumer sensory perceptions and purchase behaviors. Furthermore, the findings provide evidence that branding KNC is one way to increase its demand and low market share while contributing to sustainable consumption.

목차

Introduction

Materials and Methods

Results and Discussion

Conclusion

Conflicts of Interest

Acknowledgements

Author Contributions

Ethics Approval

References

키워드

Korean native chicken consumer behavior sensory evaluation information effect sustainable consumption