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. 2022 Jan;42(1):111-127.
doi: 10.5851/kosfa.2021.e67. Epub 2022 Jan 1.

The Effect of Korean Native Chicken Breed Information on Consumer Sensory Evaluation and Purchase Behavior

Seoyoung Park  1 , Nayeong Kim  1 , Wooksung Kim  1 , Junghoon Moon  2
Affiliations

The Effect of Korean Native Chicken Breed Information on Consumer Sensory Evaluation and Purchase Behavior

Seoyoung Park et al. Food Sci Anim Resour. 2022 Jan.

Abstract

This study examined how chicken breed affects consumer behavior. The breeds evaluated were a Korean native chicken (KNC) and a commercial broiler (CB). Consumer behavior was measured by evaluating sensory attributes (taste, odor, and texture) and purchase behaviors [satisfaction, purchase intention, and willingness to pay (WTP)]. The sensory evaluation was conducted using healthy Korean consumers (n=100). The chicken was cooked in baeksuk (Korean traditional chicken soup), which is a seasonal summer health food in Korea. The participants evaluated sensory attributes and purchase behaviors between blinded samples of baeksuk (CB) and unblinded samples of baeksuk (KNC). The sensory evaluation involved chicken breasts and legs. The participants considered KNC as having a more umami taste, a chewier and juicer texture, and a less metallic odor than CB. Moreover, when participants were given KNC breed information, they expressed higher satisfaction, purchase intention, and WTP. The results of this study contribute to consumer behavior literature by revealing the effects of breed information on consumer sensory perceptions and purchase behaviors. Furthermore, the findings provide evidence that branding KNC is one way to increase its demand and low market share while contributing to sustainable consumption.

Keywords: Korean native chicken; consumer behavior; information effect; sensory evaluation; sustainable consumption.

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Conflict of interest statement

The authors declare no potential conflicts of interest.

Figures

Fig. 1.
Fig. 1.. Summary of the experimental procedure.
KNC, Korean native chicken; CB, commercial broiler.
Fig. 2.
Fig. 2.. Principal component analysis results of the sensory attributes.
KNC, Korean native chicken; CB, commercial broiler.
See this image and copyright information in PMC

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