From pungency perception to consumer preference: The driving role of alkylamide compounds in Zanthoxylum bungeanum

Zanthoxylum bungeanum (also known as huajiao) from different origins and varieties exhibits differences in alkylamide content and composition, leading to significant variations in pungency perception and consumer experience. Many studies have reported alkylamide compositions and their effects on pungency sensation, but the specific relationships between alkylamide compounds and consumer experiences remain unclear. The alkylamide composition and consumer responses of 17 huajiao samples were investigated in this study. Compared with red huajiao samples, green huajiao samples had stronger consumer preference. Differences in alkylamide concentration were strongly associated with variations in consumer hedonic responses, and higher percentages of HαSS and sanshool oil among alkylamide compounds were significantly correlated with increased consumer preference. Additionally, huajiao samples with high liking scores were strongly correlated with positive emotions with higher arousal (e.g., active, joyful, and interested). This study provides valuable information on the sensory perception and consumer preferences of huajiao, which can be used for further development and commercialization.