Influence of antioxidant information on consumer preference for a Thai chilli paste product

Abstract

Purpose

The purpose of this paper is to examine the effects of providing information regarding antioxidant content on the liking for a food item consumed in relatively small quantities as a complement to main dishes.

Design/methodology/approach

Heavy users consuming chilli paste three to four times a week were recruited for consumer tests (n=129). Two sessions of taste tests (with and without antioxidant information) were conducted for hedonic measurement of six ready‐to‐eat Thai chilli pastes. Antioxidant activity of the samples were analysed by DPPH and hydroxyl scavenging methods and reported relative to vitamin C. The four experimental and two commercial samples tested ranged between mild to medium hot levels classified by capsaicin quantity and were served using balanced first‐order carry‐over effect design. Principal component analysis and analysis of variance for split‐plot design of the experiment were employed for data analysis.

Findings

The key finding is that the antioxidant information had no significant effect on consumer liking (p > 0.05). Even though one of the research samples presented high antioxidant efficiency (1.63‐1.80 times higher than commercial samples sold in market places), the sample received only low liking scores and liking was not increased when the antioxidant information was attached. An interaction effect occurred when commercial samples gained high liking scores and increased to even higher when antioxidant information was given with the samples.

Research limitations/implications

The research was based on a target group of Thai consumers whose ages ranged between 18‐40 years old and who were frequent consumers of the product. Also, the product tested in this research was not a principal meal item but was a condiment. Hence, caution must be exercised in generalising to other target groups or food products.

Practical implications

Health benefit labelling by producers needs to take into account the usage context of the food. Health information provision may not boost consumer demand in all contexts.

Originality/value

This is one of very few studies exploring the effect of health information provision on liking for a food that is not consumed as a main dish in large quantities, but rather as a condiment consumed in small quantities.

Citation

Toontom, N., Meenune, M. and Posri, W. (2010), "Influence of antioxidant information on consumer preference for a Thai chilli paste product", British Food Journal, Vol. 112 No. 11, pp. 1252-1265. https://doi.org/10.1108/00070701011088232