Work

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

Year: 2025

Type: article

Abstract: Rice is fundamental to the existence of Asian societies, particularly in Thailand and China, func-tioning as both a primary aliment and a cultural emblem. The quest for superior rice emphasizes sensory characteristics—fragrance, texture, and taste—over mere yield. Renowned varieties such as Thai Jasmine rice epitomize this, reflecting scrupulous cultivation and processing. Highlighting sensory properties is crucial to augmenting rice's worth and international allure. This study inves-tigates the influence of sensory perceptions and country of origin (COO) on consumer preferences for fragrant rice in China and Thailand. Using a Choice Experiment (CE) with 1,330 participants from Guangzhou, China, and Bangkok, Thailand, key attributes such as aroma, grain quality, cer-tification, and price were evaluated. Structural Equation Modeling (SEM) was employed to ana-lyze the relationships between sensory perceptions, COO, and consumers’ willingness to pay (WTP). The findings highlight that sensory characteristics, particularly aroma and grain integrity, significantly shape purchasing decisions, with Chinese consumers favoring premium-quality rice due to rising incomes and prioritizing safety certifications. Thai consumers, on the other hand, ex-hibit strong ethnocentrism, showing a preference for locally produced rice and valuing COO and certification as trust factors. Price sensitivity and brand loyalty also play critical roles in both markets. The study underscores the importance of addressing both sensory and COO attributes to bolster the global competitiveness of fragrant rice. These insights provide actionable implications for policymakers and industry stakeholders to prioritize quality control and certification in target-ing diverse consumer segments.

Source: Foods

DOI: 10.3390/foods14040603

Authors: Tanapon Srisukwatanachai, Baichen Jiang, Achara Boonkong, Fallah Samuel Kassoh, Sutthawongwadee Senawin

Institutions: South China Agricultural University, Sierra Leone Agricultural Research Institute, Kasetsart University

Language: English

Topic: Sensory Analysis and Statistical Methods

Subfield: Food Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $3,499