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

• Published in: Food science of animal resources Vol. 42; no. 1; pp. 111 - 127
• Main Authors: Park, Seoyoung, Kim, Nayeong, Kim, Wooksung, Moon, Junghoon
• Format: Journal Article
• Language: English
• Published: Korea (South) Korean Society for Food Science of Animal Resources 01.01.2022; 한국축산식품학회
• Subjects: 축산학; information effect; sustainable consumption; sensory evaluation; consumer behavior; Korean native chicken
• ISSN: 2636-0772; 2636-0780
• DOI: 10.5851/kosfa.2021.e67

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 (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 (CB) and unblinded samples of (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.