Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame
Appearance properties of vegetables can affect consumers' acceptance toward them as well as purchase intent. Hence, appearance is highly associated with quality of edamame (Glycine max (L.) Merr.), a protein-rich vegetable that is experiencing increased sales in the USA. Edamame is a high-value...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-04-01
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| Series: | Frontiers in Sustainable Food Systems |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2022.738453/full |
| _version_ | 1818009281596751872 |
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| author | Renata Carneiro Kyle Adie Dajun Yu Mariah Beverly Clinton Neill Bo Zhang Thomas Kuhar Steven Rideout Mark Reiter Haibo Huang Sean O'Keefe Susan Duncan |
| author_facet | Renata Carneiro Kyle Adie Dajun Yu Mariah Beverly Clinton Neill Bo Zhang Thomas Kuhar Steven Rideout Mark Reiter Haibo Huang Sean O'Keefe Susan Duncan |
| author_sort | Renata Carneiro |
| collection | DOAJ |
| description | Appearance properties of vegetables can affect consumers' acceptance toward them as well as purchase intent. Hence, appearance is highly associated with quality of edamame (Glycine max (L.) Merr.), a protein-rich vegetable that is experiencing increased sales in the USA. Edamame is a high-value specialty crop and its production has been promoted in Virginia and other states in the USA where the tobacco production has decreased in the last decade. To support current efforts to develop the edamame industry in the USA, consumer and color data of 10 edamame genotypes grown in Virginia were analyzed in this follow-up study to understand the role of overall appearance and color characteristics in consumers' acceptability of edamame beans. In two consecutive years, untrained adult volunteers used 9-point hedonic scales (1 = “dislike extremely”, 9 = “like extremely”) to evaluate appearance and overall liking of edamame samples (cooked and shelled edamame beans) and our researchers measured the reflective color of the samples with a chroma meter. In the first year, sensory panelists also completed a choice-based conjoint analysis to determine their willingness-to-pay (WTP) for dark vs. light green edamame beans in a salad. Edamame genotypes were significantly different in appearance and overall liking (p < 0.05) and the genotype R14-16195 was the most liked overall. Hedonic scores and color were significantly affected by “year” (p < 0.05), so intentional changes between years (e.g., sample preparation) should be avoided in future studies. Consumers showed higher WTP for dark green edamame beans. Additionally, green intensity (color index) and a* color coordinate were correlated to appearance liking scores (p < 0.05), which suggests color data can support breeding selection criteria and possibly predict consumer acceptability. Employing color measurement as quality control method can help improve harvest procedures, post-harvest handling, and define edamame quality standards for the USA market. |
| first_indexed | 2024-04-14T05:40:02Z |
| format | Article |
| id | doaj.art-3b68e1d0230046f0bdcd93759a00c3fa |
| institution | Directory Open Access Journal |
| issn | 2571-581X |
| language | English |
| last_indexed | 2024-04-14T05:40:02Z |
| publishDate | 2022-04-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sustainable Food Systems |
| spelling | doaj.art-3b68e1d0230046f0bdcd93759a00c3fa2022-12-22T02:09:28ZengFrontiers Media S.A.Frontiers in Sustainable Food Systems2571-581X2022-04-01610.3389/fsufs.2022.738453738453Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of EdamameRenata Carneiro0Kyle Adie1Dajun Yu2Mariah Beverly3Clinton Neill4Bo Zhang5Thomas Kuhar6Steven Rideout7Mark Reiter8Haibo Huang9Sean O'Keefe10Susan Duncan11Department of Food Science and Technology, Virginia Tech, Blacksburg, VA, United StatesDepartment of Food Science and Technology, Virginia Tech, Blacksburg, VA, United StatesDepartment of Food Science and Technology, Virginia Tech, Blacksburg, VA, United StatesDepartment of Agricultural and Applied Economics, Virginia Tech, Blacksburg, VA, United StatesDepartment of Agricultural and Applied Economics, Virginia Tech, Blacksburg, VA, United StatesSchool of Plant and Environmental Sciences, Virginia Tech, Blacksburg, VA, United StatesDepartment of Entomology, Virginia Tech, Blacksburg, VA, United StatesDepartment of Plant Pathology, Physiology, and Weed Science, Virginia Tech, Painter, VA, United StatesSchool of Plant and Environmental Sciences, Eastern Shore Agricultural Research and Extension Center, Virginia Tech, Painter, VA, United StatesDepartment of Food Science and Technology, Virginia Tech, Blacksburg, VA, United StatesDepartment of Food Science and Technology, Virginia Tech, Blacksburg, VA, United StatesDepartment of Food Science and Technology, Virginia Tech, Blacksburg, VA, United StatesAppearance properties of vegetables can affect consumers' acceptance toward them as well as purchase intent. Hence, appearance is highly associated with quality of edamame (Glycine max (L.) Merr.), a protein-rich vegetable that is experiencing increased sales in the USA. Edamame is a high-value specialty crop and its production has been promoted in Virginia and other states in the USA where the tobacco production has decreased in the last decade. To support current efforts to develop the edamame industry in the USA, consumer and color data of 10 edamame genotypes grown in Virginia were analyzed in this follow-up study to understand the role of overall appearance and color characteristics in consumers' acceptability of edamame beans. In two consecutive years, untrained adult volunteers used 9-point hedonic scales (1 = “dislike extremely”, 9 = “like extremely”) to evaluate appearance and overall liking of edamame samples (cooked and shelled edamame beans) and our researchers measured the reflective color of the samples with a chroma meter. In the first year, sensory panelists also completed a choice-based conjoint analysis to determine their willingness-to-pay (WTP) for dark vs. light green edamame beans in a salad. Edamame genotypes were significantly different in appearance and overall liking (p < 0.05) and the genotype R14-16195 was the most liked overall. Hedonic scores and color were significantly affected by “year” (p < 0.05), so intentional changes between years (e.g., sample preparation) should be avoided in future studies. Consumers showed higher WTP for dark green edamame beans. Additionally, green intensity (color index) and a* color coordinate were correlated to appearance liking scores (p < 0.05), which suggests color data can support breeding selection criteria and possibly predict consumer acceptability. Employing color measurement as quality control method can help improve harvest procedures, post-harvest handling, and define edamame quality standards for the USA market.https://www.frontiersin.org/articles/10.3389/fsufs.2022.738453/fullsensorywillingness-to-pay (WTP)vegetable soybeanGlycine max (L) Merrspecialty crop |
| spellingShingle | Renata Carneiro Kyle Adie Dajun Yu Mariah Beverly Clinton Neill Bo Zhang Thomas Kuhar Steven Rideout Mark Reiter Haibo Huang Sean O'Keefe Susan Duncan Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame Frontiers in Sustainable Food Systems sensory willingness-to-pay (WTP) vegetable soybean Glycine max (L) Merr specialty crop |
| title | Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame |
| title_full | Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame |
| title_fullStr | Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame |
| title_full_unstemmed | Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame |
| title_short | Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame |
| title_sort | understanding the role of overall appearance and color in consumers acceptability of edamame |
| topic | sensory willingness-to-pay (WTP) vegetable soybean Glycine max (L) Merr specialty crop |
| url | https://www.frontiersin.org/articles/10.3389/fsufs.2022.738453/full |
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