Consumer perceptions of ‘traditional doenjang’ using a free word association test

Abstract

BackgroundDoenjang (fermented soybean paste) is a traditional Korean ingredient that has long been part of Korean cuisine. Commercial, mass‐produced doenjang products are prevalent in the Korean market, and consumer demand for traditionally produced doenjang is steadily decreasing. An understanding of consumers' perceptions of traditional doenjang can serve as a foundation for sales and marketing strategies that are informed by consumer insights. The objective of the current study was to determine consumers' perception of traditional doenjang using a free word association test.ResultsA total of 339 participants responded to the survey, each carefully recruited from a predetermined demographic quota. A total of 906 valid words were elicited, representing 2.67 words per person, and these were categorized into six dimensions and 11 sub‐categories. Significant differences according to residential area were observed in four dimensions: ‘sensory,’ ‘foods,’ ‘health’ and ‘fermentation.’ Overall, the sensory dimension was the most dominant psychological concept relating to traditional doenjang among all consumers.ConclusionConsumers' sensory perceptions of traditional doenjang were mostly flavor‐related under sensory dimension such as ‘gu‐soo flavor,’ a well‐aged, and well‐fermented flavor. There was a difference in the perceptions of traditional doenjang according to age and residential area. © 2025 Society of Chemical Industry.