VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY --------------------------- LE MINH THONG STUDY ON HOLISTIC INFLUENCE OF PRODUCT-RELATED PROPERTIES AND LABEL INFORMATION OF FOOD PRODUCTS ON CONSUMER PREFERENCES AND PURCHASE INTENT Major: : Food technology Major code: : 8540101 MASTER’S THESIS HO CHI MINH CITY, January 2024 THIS THESIS IS COMPLETED AT HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY – VNU-HCM Supervisor: Dr. Nguyen Quoc Cuong (Please fill in the supervisor’ full name, academic rank and signature) Examiner 1: Assoc. Hoàng Kim Anh (Please fill in the supervisor’ full name, academic rank and signature) Examiner 2: Dr. Nguyen Hoai Huong (Please fill in the supervisor’ full name, academic rank and signature) This master’s thesis is defended at HCM City University of Technology, VNU- HCM City on January 02nd 2024 Master’s Thesis Committee: (Please write down full name and academic rank of each member of the Master’s Thesis Committee) 1.
Le Van Viet Man 2. Hoang Kim Anh 3. Nguyen Hoai Huong 4. Nguyen Quoc Cuong 5.
Ton Nu Minh Nguyet Approval of the Chair of Master’s Thesis Committee and Dean of Faculty of ……………… after the thesis being corrected (If any). CHỦ TỊCH HỘI ĐỒNG TRƯỞNG KHOA KỸ THUẬT HÓA HỌC VIETNAM NATIONAL UNIVERSITY – HO CHI SOCIALIST REPUBLIC OF VIETNAM MINH CITY Independence – Freedom - Happiness HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY THE TASK SHEET OF MASTER’S THESIS Full name: LE MINH THONG Student ID: 2270015 Date of birth: 23/12/1998 Place of birth: DaNang Major: Food Technology Major ID : 8540101 I. THESIS TITLE (In Vietnames) : Nghiên cứu đánh giá mức độ quan trọng của tính chất sản phẩm và các tính chất bên ngoài lên mức độ ưa thích và ý định mua sản phẩm thực phẩm II. THESIS TITLE (In English): Study on holistic influence of product-related propertes and label information of food product on consumer preferences and purchase intent.
TASKS AND CONTENTS: - Determine the effect of different ratios between BSG and oat powder on the liking and acceptance of cookies with added BSG. - Find a correlation between consumers' preferences and their attitudes towards recycled food (upcycled food). - Research the relationship between purchase intention, preference level and repurchase intention of consumers when they receive different types of information about the product. THESIS START DAY : 06/02/2023 V.
THESIS COMPLETION DAY : 02/01/2024 VI. Nguyen Quoc Cuong HCM, Date … Month … Year 20… SUPERVISOR HEAD OF DEPARTMENT HEAD OF DEPARTMENT OF (Full name and signature) (Full name and signature) CHEMICAL ENGINEERING (Full name and signature) Page ii ACKNOWLEDGEMENT I would like to express my deep and sincere gratitude to my research instructor, Doctor Nguyen Quoc Cuong, for allowing me to do research and providing invaluable guidance throughout my research. His research, vision, sincerity, and motivation are truly inspiring and have pushed me to overcome any obstacles I face during my studies. He has taught me the methodology to carry out the research and to present the works as clearly as possible.
With my honesty, it was a great privilege and honor to work and study under his guidance. I am incredibly grateful for his passionate offer to me. I would also like to thank him for her friendship, empathy, and generosity. Last but not least, I would like to thank Ho Chi Minh University of Technology and the Division of Food Technology for giving me the opportunities, lessons, and memories, thanks to which I, today, can write these words with pride.
The following days, I stood up for myself to defend my thesis with confidence, certainty, and steadfastness. One journey ended, and another one opened. Life goes on, and the wheel of life keeps on rolling. Thank you, and I wish all of you good health! Le Minh Thong Page iii ABSTRACT Upcycled foods are a new food category that contains unmarketable consumables (e., damaged food produce, by-products, and scraps of by-product separation) that otherwise would not be consumed.
That leads to several challenges that need to be dealt with, such as definition development, inclusion in the food waste management hierarchy, and public acceptability. Therefore, it is necessary to find a better way to present upcycled food to customers to make a good impression and entice them to buy it. This study was the first to combine the check-all-that-apply method (blind test) and informed ranking experiments (informed test) to estimate the effect of intrinsic properties and the effect of nutritional and sustainability information on consumers' liking and the purchase intent before and after tasting biscuit-adding an upcycled ingredient, namely, brewing spent grains (BSG). Consumers (n = 81) tasted the samples, rated their liking on a 7- point categorical scale, described their sensory perception using the CATA method, and answered a questionnaire about consumer attitudes to upcycled food choices.
Then, 101, 101, and 100 consumers participated in the inform test with information such as sustainability and nutrition claims and non-information, respectively. The Clustering around Latent Variables (CLV) approach was used to group consumers into two clusters based on their preferences. The sensory profiles and sensory drivers of liking were investigated within each cluster. Two clusters had different drivers of liking: texture for cluster 1 and colors and flavors for cluster 2.
These findings prove that manipulating ratios of BSG and oat flakes change BSG-fortified biscuits’ sensory profiles and consumer preferences. Clusters of consumers were also related to attitudes to different aspects of upcycled food choices to interpret how consumers attribute to the difference in liking patterns. Moreover, the effect of taste (intrinsic properties) is the most significant factor affecting liking and purchase intent. The sustainable information has better influence on consumer purchase intent than nutritioanl information.
Page iv COMMITMENT OF THE THESIS’ AUTHOR I guarantee this is my independent scientific research. The results in this study did not copy or violate the copyright of any source. The reference of documents has been quoted and recorded the reference source as prescribed. Student Le Minh Thong Page v CONTENTS ACKNOWLEDGEMENT .iv COMMITMENT OF THE THESIS’ AUTHOR .vi FIGURE CONTENTS .ix TABLE CONTENTS .xi CHAPTER 1: INTRODUCTION.
The research purpose. The new approach in this study. Sustainability in the food industry. Sustainability in brewing.
Brewers' Spent Grains. The complex in the food products' purchase intention of consumers. Limitation of investigating factors affecting the willingness to buy nowadays. Introduction of Path Modeling (PM).
Theory of SO-PLS Path Modelling. Introduction of consumer segmentation. Overview of current knowledge: Selection of variables to include context. Consumer attitude to Upcycled foods.
26 CHAPTER 3: MATERIALS AND METHODS. Materials and chemicals. Brewing spent grains (BSG). Other main materials.
Descriptive methods: Check-All-That-Apply (CATA). Procedure of CATA. Procedure of informed test. Clustering consumers using Cluster Around Latent Variables (CLV).
Methods to investigate sensory drivers of likings. The SO-PLS regression method. SO-PLS for path modeling. Direct, indirect, additional, and total effect defined in terms of explained variance (first and second modeling steps).
45 CHAPTER 4: RESULTS AND DISCUSSIONS. Clustering of consumers according to their liking. Likings of different cluster of consumers. Sensory profile of each product.
Sensory attributes list and their definition/description. Relation between biscuits and sensory properties. Sensory drivers of liking. Relations between consumer liking and consumer attributes.
The effect of information about product to consumer. 57 CHAPTER 5: CONCLUSIONS & SUGGESTIONS. 83 Page viii FIGURE CONTENTS Figure 1. EPA Food Recovery Hierarchy [8].
Possible ways of utilizing spent grains [15]. Illustration of how the data are organized for the approach in [98]. 7-point liking scale. Summarize the ranking test.
Upcycled certified mark. All labels were used in ranking test. The procedure of ranking test. Path modeling by the SO-PLS procedure.
Examples of a path diagram (a) and the related dependence diagram (b) with two input blocks. Motivating example for defining the direct, indirect, and total effects. Illustration of consumer dummy variables. The variation of the aggregation criterion in the course of the hierarchical clustering.
The correlation circle of cluster based on liking. Liking of consumers in cluster 1 (left) and cluster 2 (right). Biscuits and sensory properties for cluster 1 (left) and cluster 2 (right). Sensory drivers of liking for cluster 1 (left) and cluster 2 (right).
Relation between clusters of consumers and consumer attributes. 56 Page ix TABLE CONTENTS Table 1. Chemical composition of BSG according to some relative researchers. Amino acid compounds in BSG [45].
The mineral ingredients in BSG. Technical parameters of materials. Sensory properties of BSG-fortified biscuits. PLS-PM direct, indirect and total effects of relations between purchase.
Intent, liking score and re-purchase intent of 3 groups. PLS-PM direct, indirect and total effects of relations between consumer attitude and purchase intent, liking score and re-purchase intent of 3 group. 53 Page x ABBREVIATION BSG Brewing Spent Grain CATA Check-All-That-Apply PM Path Modelling PLS Partial Least Squares SO-PLS Sequential and Orthogonal Partial Least Squares Path Modeling SEM Structural Equation Modelling ML Maximum likelihood LS Least square Page xi Chapter 2: Overview Instructor: Dr. Nguyen Quoc Cuong CHAPTER 1: INTRODUCTION 1.
Rationale Food waste is a widespread problem. A third of the food produced is wasted annually, leading to harmful effects on the environment, financial loss, and food poverty [1, 2, 3]. Around the world, an estimated 1.3 billion tons of edible food waste are created annually [4]. Therefore, proper food waste management will have benefits for the environment in addition to financial gains and food security such as upcycling waste food is one of the best solutions to reducing food waste all over the world.
However, there is no effective way to introduce upcycled foods to consumer nowadays. That why we need to find out the best communication way to consumers as soon as possible to reduce food waste. Globally, the food and beverage sector has produced a significant amount of produce. These days, there are many advantages for both producers and consumers when by- products - which are thought of as potential sources of raw materials to increase the nutritional content of food sector products are used [21, 22].
This is also true for malt fiber which is a major source of by-products from the brewing industry and has abundant yields and low prices [20]. The idea of using malt residue to add to various real grains has been practiced in many parts of the world [21]. Therefore, to fully utilize and exploit the nutritional value of the rich source of BSG in Vietnam, along with the potential of the fiber-rich cookies market, we regard the subject as a sample that uses BSG as a partial replacement for wheat flour to produce fiber-rich cookies. From there, creating cookies rich in fiber brings many health benefits and meets the needs of consumers.
The research purpose This study was conducted at a laboratory scale in Ho Chi Minh City University of Technology (HCMUT). This research aims to explore how consumer change their preferences and purchase intent when receiving the different kinds of information. Secondly, this study investigate the whole process of actually purchasing food product in the market. From the first look in product, to after taste the product and finally after Page 1 Chapter 2: Overview Instructor: Dr.
Nguyen Quoc Cuong knowing the benefits of product and tasting product, how consumer change their liking and purchase intent after all. Research scope This study was conducted at a laboratory scale in Ho Chi Minh City University of Technology (HCMUT). BSG was collected from Saigon Brewery at 187 Nguyen Chi Thanh, Ward 12, District 5, Ho Chi Minh City. Research content There are 4 main contents in this study: (1) To determine the effect of different ratios of BSG and oat flakes on the perception and acceptance of BSG-fortified biscuits.
(2) To reveal temporal sensory drivers of liking based on different liking patterns of consumers.