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The Impact of Sensory Perceptions and Country-of-Origin Practices on Consumer Preferences for Rice: A Comparative Study of China and Thailand

  • 0College of Economics and Management, South China Agricultural University, Guangzhou 510642, China.
Foods (basel, Switzerland) +

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February 26, 2025

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February 26, 2025

View abstract on PubMed

Summary

This summary is machine-generated.

Sensory perceptions like fragrance and grain quality significantly influence aromatic rice choices. Country of origin (COO) impacts preferences, with Chinese consumers favoring premium certifications and Thai consumers prioritizing domestic rice.

Area Of Science

  • Consumer Behavior
  • Sensory Science
  • Agricultural Marketing

Background

  • Consumer preferences for aromatic rice are shaped by complex factors, including sensory attributes and country of origin (COO).
  • Understanding cross-cultural differences in purchasing behavior is crucial for the global aromatic rice market.

Purpose Of The Study

  • To investigate the influence of sensory perceptions and COO on consumer preferences for aromatic rice in China and Thailand.
  • To identify key sensory characteristics and cross-cultural variations affecting purchasing decisions and willingness to pay (WTP).

Main Methods

  • A choice experiment (CE) was conducted with 1330 participants in Guangzhou and Bangkok.
  • Attributes assessed included fragrance, grain quality, certification, and price.
  • Structural Equation Modeling (SEM) analyzed relationships between sensory perceptions, COO, and WTP.

Main Results

  • Fragrance and grain integrity were significant drivers of consumer preference for aromatic rice.
  • Chinese consumers showed a preference for premium-certified rice, influenced by income and food safety concerns.
  • Thai consumers exhibited ethnocentrism, favoring domestically produced rice, alongside price sensitivity and brand loyalty.

Conclusions

  • Enhancing sensory attributes and COO perception is vital for improving the global competitiveness of aromatic rice.
  • Findings offer practical insights for quality assurance, certification strategies, and culturally tailored marketing approaches.

Keywords:

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