Exploring the impact of visual perception and taste experience on consumers' acceptance of suboptimal fresh produce
Elimelech, Ert, Parag and Hochman, Sustainability 16(7), 2024, 2698. Between-subjects 3 x 2 design with suboptimal tomatoes and sweet peppers; perceived quality and willingness to buy under three information conditions including picture alone and picture then tasting. Abnormally shaped vegetable judged less favourably than normal; small-sized judged more favourably than regular; tasting raised willingness to buy without changing quality perceptions. Authors read a bias toward aesthetic qualities.
Elimelech, Ert, Parag and Hochman, Sustainability 16(7), 2024, 2698. Between-subjects 3 x 2 design with suboptimal tomatoes and sweet peppers; perceived quality and willingness to buy under three information conditions including picture alone and picture then tasting. Abnormally shaped vegetable judged less favourably than normal; small-sized judged more favourably than regular; tasting raised willingness to buy without changing quality perceptions. Authors read a bias toward aesthetic qualities.
Written from the abstract (OpenAlex), 2026-11-10.
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Elimelech, E., Ert, E., Parag, Y., & Hochman, G. (2024). Exploring the impact of visual perception and taste experience on consumers' acceptance of suboptimal fresh produce. Sustainability, 16(7), 2698. doi:10.3390/su16072698 https://doi.org/10.3390/su16072698