Consumers’ acceptability and perceptions toward the consumption of hydroponically and soil grown broccoli microgreens
2020
Hsiangting Chen | Xiao Tong | Libo Tan | Lingyan Kong
Microgreens are young and immature plants that are harvested after the development of the cotyledon leaves, or seed leaves. Because of their potent flavors and appealing sensory qualities, microgreens have gained popularity. This study aimed to investigate the differences in sensory attributes and consumers' perception between microgreens from commercial and local farms. Three samples of broccoli microgreens, including commercial hydroponically grown, local hydroponically grown, and local soil grown, respectively, were evaluated in this study. A total of 150 participants completed an acceptability study of broccoli microgreens and answered questions regarding perceived pricing, perceived benefits, and their willingness-to-buy. Overall, the participants rated the microgreens from the local farm as more favorable, regardless of growing method. The commercial microgreen sample from the local grocery had the lowest scores on all sensory attributes. The results also indicated that both sensory evaluation and consumers' perceived benefits present important roles in consumers' reference and consumption of microgreens. Pricing, however, did not show significant and direct effect on consumers' purchase intention. Consumers’ purchase intention was more affected by the sensory quality and perceived benefits than the pricing, in the case of broccoli microgreens. This study contributes to the literature of microgreens consumption and provides practical implications to help farmers and food retailers in the microgreens market.
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