Roles of fat and extrinsic product attributes in the purchase intent of strained yogurt (Labneh) -

Abstract

Sensory properties and packaging information are factors that highly influence food choice. Our research presents a new approach that integrates tasting with extrinsic properties in a discrete choice experiment and proposes possible explanations for fat preference without and with tasting of foods. The extrinsic attributes included brand, fat level, price, health messages, and body shape labels. Four leading Labneh brands in the Lebanese market, 3 fat levels (Zero fat, light, regular fat), 4 price levels (4,500; 5,000; 6,500; 8,000 L.L.-500g), a health message (Health authorities recommend limiting fat intake) and body shape label (This product helps in weight control) were used to generate 48 product profiles that were assessed by 180 consumers. The participants in the study were presented with 16 choice sets each comprising four product profiles of strained yogurt (Labneh) with 12 choice sets being evaluated before tasting and 4 after tasting samples of the product. After being presented with each choice set, participants were asked to select the product profile they preferred most. Respondents also provided demographic information, completed the Three Factor Eating Questionnaire (TFEQ) that measures eating behavior, and their Body Mass Index (BMI) scores were calculated. Results highlighted the importance of sensory attributes in food choice. The effect was especially evident in choices of products with different fat levels: consumers selected low fat products more before tasting but tended to significantly choose high fat products more after tasting thus indicating the importance of sensory quality. It was also evident that brand had a profound effect on Labneh choice. Price had significant effect on food choice assessed without tasting only. Health messages and body shape labels did not affect consumers’ choices. Eating patterns and BMI were related to fat preference especially in individuals with high dietary restraint and larger body masses who appeared to have a preference for low fat foods. This s