Please use this identifier to cite or link to this item: https://ir.swu.ac.th/jspui/handle/123456789/12096
Title: Quality of different rice cultivars and factors influencing consumer willingness-to-purchase rice
Authors: Charoenthaikij P.
Chaovanalikit A.
Uan-On T.
Waimaleongora-ek P.
Keywords: Cyclodextrins
Physicochemical properties
Sales
Textures
Viscosity
Amylose content
Consumer acceptance
Health benefits
Peak viscosities
Preference mappings
Purchase intention
Purchase intents
Unpolished rice
Plants (botany)
Issue Date: 2020
Abstract: Physicochemical properties and descriptive profiles of four rice samples including white rice (RD31 and KDML105), brown rice (BKDML) and a brown/red rice mix (BR + HMD) were investigated. Consumer acceptance and factors influencing rice consumption and purchase intent were also determined (n = 112). The unpolished rice samples were more flavourful, harder and lower in retrogradation rate than the polished ones. The RD31 with 36.81% apparent amylose content exhibited the lowest peak viscosity (133.5 RVU) with the highest retrogradation rate (59.7%) resulting in the lowest consumer acceptance. The KDML105 obtained the highest acceptance score (6.9) with the softest texture (23.8 N) and the lowest cooking time (18 min). The preference mapping revealed that consumer acceptance was highly associated with the peak viscosity and vice versa for the amylose content. The factor analysis indicated that the accessibility, eating behaviour, rice variety, preference as well as rice quality and health benefits, respectively, were the factor-driven consumers’ attitudes towards rice consumption and purchase intention. © 2020 Institute of Food, Science and Technology (IFSTTF)
URI: https://ir.swu.ac.th/jspui/handle/123456789/12096
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85096633738&doi=10.1111%2fijfs.14877&partnerID=40&md5=f1a3c46196a42d2d6576bb3292b87d3f
ISSN: 9505423
Appears in Collections:Scopus 1983-2021

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