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Consumer perception of balsamic vinegar: A cross-cultural study between Korea and Italy

Title
Consumer perception of balsamic vinegar: A cross-cultural study between Korea and Italy
Authors
Torri, LuisaJeon, Seon-YoungPiochi, MariaMorini, GabriellaKim, Kwang-Ok
Ewha Authors
김광옥
SCOPUS Author ID
김광옥scopus
Issue Date
2017
Journal Title
FOOD RESEARCH INTERNATIONAL
ISSN
0963-9969JCR Link1873-7145JCR Link
Citation
vol. 91, pp. 148 - 160
Keywords
Cross-cultural studyConsumer perceptionSorted nappingFamiliarityFood pairingDescriptive analysisBalsamic vinegar
Publisher
ELSEVIER SCIENCE BV
Indexed
SCI; SCIE; SCOPUS WOS scopus
Abstract
Understanding cross-cultural differences in food perception is a key issue of food research in order to understand consumer behaviour in different countries. The objective of this study was to explore potential cultural differences of balsamic vinegar perception between Korean and Italian consumers using the sorted napping method. Nine balsamic vinegars different in terms of ingredients, aging time, and origin were evaluated by Korean (n = 50) and Italian (n = 49) consumers using sorted napping. Familiarity and food matching were also examined. Descriptive analysis was performed to verify the attitude of the consumers in product description. The results obtained from two groups of consumers in Korea and Italy revealed a higher description attitude of the Italians (higher number of total elicited attributes, of attributes in common with the trained panel, of attributes shared with the vocabulary reported in literature, of significant specific positive product-attribute associations). Italian subjects generated various descriptors associated with the European gastronomic culture (aromatic herbs, fortified wine, dried figs, Indian fig, Parmigiano-Reggiano cheese), whereas Korean consumers used more terms related to the Asian food culture (red ginseng, Chinese medicine, Japanese apricot teriyaki sauce, persimmon vinegar, balloon flower roots). Moreover, cultural differences of food matching were also observed: the Italians would pair the balsamic vinegars mainly with vegetables, fruits and cheese, while Koreans would combine the balsamic vinegars preferably with bread, vegetables and meat. In conclusion, familiarity resulted the main factors for cross-cultural differentiation. (C) 2016 Published by Elsevier Ltd.
DOI
10.1016/j.foodres.2016.12.003
Appears in Collections:
엘텍공과대학 > 식품공학전공 > Journal papers
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