Consumer Sensory Analysis of Organically and Conventionally Grown Vegetables

Abstract

Consumers of organically grown fruits and vegetables often believe that these products taste better than conventional produce. However, comparison of produce from supermarket shelves does not permit adequate assessment of this consumer perception, given potentially confounding cultivar and environmental effects. We used replicated side-by-side plots to produce organic and conventional vegetables for consumer sensory studies. In one test, red loose leaf lettuce, spinach, arugula, and mustard greens, grown organically and conventionally, were evaluated for overall liking as well as for intensity of flavor and bitterness. Another consumer test was conducted comparing organically and conventionally grown tomatoes, cucumbers, and onions. Overall, organically and conventionally grown vegetables did not show significant differences in consumer liking or consumer-perceived sensory quality. The only exception was in tomatoes where the conventionally produced tomato was rated as having significantly stronger flavor than the organically produced tomato. However, overall liking was the same for both organic and conventional samples. As conventional tomatoes also were scored marginally significantly higher in ripeness and a positive correlation was found between ratings of flavor intensity and ripeness, the flavor difference observed could not be simply ascribed to the contrasting growing conditions. Consumer panelists in both tests considered organic produce to be healthier (72%) and more environmentally friendly (51%) than conventional produce, while 28% considered organic produce to have better taste. Covariance analysis indicated that consumer demographics affected sensory comparisons of organic and conventional lettuce and cucumbers. Future study is needed to substantiate the influence of segmentation of consumers on their preference for organic food.

Consumers Behaviours and Attitudes towards Safe Vegetables Production in Ghana: A Case Study of the Cities of Kumasi and Cape Coast

“…Thompson and Kidwell (1998), reported that taste, resembling that of home-grown produce and other quality considerations as important motivations for buying organic food. Most studies have shown that many buyers of organically produced vegetables accept as true that organic vegetables taste better than conventionally produced vegetables (Fillion and Arazi, 2002;Zhao et al, 2007) though sensory evaluation might have proven otherwise. Availability of safe vegetables affected the willingness of consumer to pay higher prices for vegetables.…”

University Student Attitudes Toward Organic Foods

“…Schifferstein & Oude Ophuis (1998) find out that health was an important motivator for buying organic foods for "incidental" organic buyers in the Netherlands, whereas both health and environmental concerns were regarded by "regular" buyers. Perceptions about organic foods remain the same; that they are healthy, beneficial for the environment and taste good or better than conventional foods (Lea & Worsley, 2005;Padel & Foster, 2005;Zhao et al, 2007). Consumers interested in the organic food industry are also worried about pesticides and growth hormones in food.…”

The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia

“…Consumers were concerned over paying high prices for the imported organic vegetables that does not match with its freshness and quality. A study conducted in the U.S (Zhao, Chambers, Matta, Loughin & Carey 2007) has shown that there were no significant differences between organic and conventional vegetables in terms of 'consumer perceived' sensory quality. In view of the different perspectives onthe relationship between product attributes and customers' perceived value of organic food, the following hypothesis will be tested in this respect: H 1 Product attributes has a positive influence on the consumers' perceived value of organic food.…”