Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced Tasters
The drivers of consumer acceptance concerning organic wines are not well understood. In particular, among wine professionals, there are anecdotal evidences claiming that consumers accept off-flavours that would not be tolerated if the wines were conventionally produced. Therefore, the aim of this st...
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-01-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/9/1/105 |
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| author | Mylena Romano Mahesh Chandra Mkrtich Harutunyan Taciana Savian Cristian Villegas Valéria Minim Manuel Malfeito-Ferreira |
| author_facet | Mylena Romano Mahesh Chandra Mkrtich Harutunyan Taciana Savian Cristian Villegas Valéria Minim Manuel Malfeito-Ferreira |
| author_sort | Mylena Romano |
| collection | DOAJ |
| description | The drivers of consumer acceptance concerning organic wines are not well understood. In particular, among wine professionals, there are anecdotal evidences claiming that consumers accept off-flavours that would not be tolerated if the wines were conventionally produced. Therefore, the aim of this study was to shed further light on this issue by tasting blind wines of both types of production using a tasting panel comprised by experienced individuals of several nationalities. The tasted wines were both conventional and organic and were with and without off-flavours. The same wines were evaluated in three tasting sessions where the given information was: (1) all wines were conventional, (2) all wines were organic, and (3) tasters were asked to guess the mode of production. A group of untrained tasters also rated the same organic wines in an informed session. The results showed that wines were significantly better scored and were given a higher willingness to pay value in the “organic” session. In addition, the experienced tasting panel produced a list of the most frequent sensory descriptors. When tasters were asked to guess the mode of production, wines that were supposed to be organic received a higher citation of off-flavours, such as “oxidized”, “reductive”, and “animal/undergrowth”. Moreover, an overall emotional response of unpleasantness was associated with the recognition of organic wines in the “guess” session. Untrained tasters rated the same organic wines with lower liking scores and were willing to pay less. In conclusion, off-flavours and their unpleasantness worked as a cue to identify wines supposed to be organic by experienced tasters. Their corresponding higher valorization could be explained by the psychological halo effect induced by the organic label. Contrarily, consumers did not show this halo effect, depreciating wines with unpleasant flavours irrespective of their mode of production. |
| first_indexed | 2024-12-11T15:11:33Z |
| format | Article |
| id | doaj.art-bfbb66db5e0b4b80ae1d2b2de767d3c7 |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-12-11T15:11:33Z |
| publishDate | 2020-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-bfbb66db5e0b4b80ae1d2b2de767d3c72022-12-22T01:00:44ZengMDPI AGFoods2304-81582020-01-019110510.3390/foods9010105foods9010105Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced TastersMylena Romano0Mahesh Chandra1Mkrtich Harutunyan2Taciana Savian3Cristian Villegas4Valéria Minim5Manuel Malfeito-Ferreira6Linking Landscape Environment Agriculture and Food (LEAF) Research Center, Instituto Superior de Agronomia, Universidade de Lisboa, Tapada da Ajuda, 1349-017 Lisboa, PortugalLinking Landscape Environment Agriculture and Food (LEAF) Research Center, Instituto Superior de Agronomia, Universidade de Lisboa, Tapada da Ajuda, 1349-017 Lisboa, PortugalLinking Landscape Environment Agriculture and Food (LEAF) Research Center, Instituto Superior de Agronomia, Universidade de Lisboa, Tapada da Ajuda, 1349-017 Lisboa, PortugalDepartment of Exact Sciences, College of Agriculture Luiz de Queiroz, University of São Paulo, 13418-900 São Paulo, BrazilDepartment of Exact Sciences, College of Agriculture Luiz de Queiroz, University of São Paulo, 13418-900 São Paulo, BrazilDepartment of Food Technology, Federal University of Viçosa, Av. P.H. Rolfs, s/n, 36570-900 Viçosa, MG, BrazilLinking Landscape Environment Agriculture and Food (LEAF) Research Center, Instituto Superior de Agronomia, Universidade de Lisboa, Tapada da Ajuda, 1349-017 Lisboa, PortugalThe drivers of consumer acceptance concerning organic wines are not well understood. In particular, among wine professionals, there are anecdotal evidences claiming that consumers accept off-flavours that would not be tolerated if the wines were conventionally produced. Therefore, the aim of this study was to shed further light on this issue by tasting blind wines of both types of production using a tasting panel comprised by experienced individuals of several nationalities. The tasted wines were both conventional and organic and were with and without off-flavours. The same wines were evaluated in three tasting sessions where the given information was: (1) all wines were conventional, (2) all wines were organic, and (3) tasters were asked to guess the mode of production. A group of untrained tasters also rated the same organic wines in an informed session. The results showed that wines were significantly better scored and were given a higher willingness to pay value in the “organic” session. In addition, the experienced tasting panel produced a list of the most frequent sensory descriptors. When tasters were asked to guess the mode of production, wines that were supposed to be organic received a higher citation of off-flavours, such as “oxidized”, “reductive”, and “animal/undergrowth”. Moreover, an overall emotional response of unpleasantness was associated with the recognition of organic wines in the “guess” session. Untrained tasters rated the same organic wines with lower liking scores and were willing to pay less. In conclusion, off-flavours and their unpleasantness worked as a cue to identify wines supposed to be organic by experienced tasters. Their corresponding higher valorization could be explained by the psychological halo effect induced by the organic label. Contrarily, consumers did not show this halo effect, depreciating wines with unpleasant flavours irrespective of their mode of production.https://www.mdpi.com/2304-8158/9/1/105organic wineslikingwillingness to payoff-flavourshalo effect |
| spellingShingle | Mylena Romano Mahesh Chandra Mkrtich Harutunyan Taciana Savian Cristian Villegas Valéria Minim Manuel Malfeito-Ferreira Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced Tasters Foods organic wines liking willingness to pay off-flavours halo effect |
| title | Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced Tasters |
| title_full | Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced Tasters |
| title_fullStr | Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced Tasters |
| title_full_unstemmed | Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced Tasters |
| title_short | Off-Flavours and Unpleasantness Are Cues for the Recognition and Valorization of Organic Wines by Experienced Tasters |
| title_sort | off flavours and unpleasantness are cues for the recognition and valorization of organic wines by experienced tasters |
| topic | organic wines liking willingness to pay off-flavours halo effect |
| url | https://www.mdpi.com/2304-8158/9/1/105 |
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