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Drivers of Acceptance of a New Beverage in Europe

2016Journal article Open access
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dc.contributor.authorSilva, Ana Patricia
dc.contributor.authorFranco, Maria Isabel
dc.contributor.authorMady, Cissé
dc.contributor.authorPallet, Dominique
dc.contributor.authorTomlins, Keith
dc.contributor.authorBennett, Bem
dc.contributor.authorPintado, M. E.
dc.contributor.authorSottomayor, Miguel
dc.date.accessioned2016-12-20T16:30:35Z
dc.date.available2016-12-20T16:30:35Z
dc.date.issued2016
dc.description.abstractOne of the challenges of studying food consumption behavior is to identify the drivers of choice for a food product. This is particularly important to design and develop new foods for which no previous information is available. Hibiscus sabdariffa L. (Bissap) is an herbaceous plant and an important source of vitamins, minerals, and bioactive compounds, which confer a number of potential health benefits to derived products. The consumption of Bissap in beverage form is widespread in Africa and Asia, but not yet in Europe. Therefore, this study aimed to identify the main drivers of consumer acceptance of a traditional African beverage made from Bissap to which they had not been previously exposed. First, three focus groups (n = 22) were performed in Portugal to characterize the sensory profile of four Bissap beverages, to reveal perceptions and attitudes towards Bissap beverages, and to identify potential choice attributes. Subsequently, a full-profile conjoint analysis (n = 99) was performed, where consumers evaluated 37 Bissap beverage profiles, aiming to estimate choice attribute importance and to identify relevant market segments. Focus group findings showed that consumers would choose Bissap because they perceived as a healthy choice, and due to its novelty. The conjoint study showed an ideal profile for a Bissap beverage costing  0.99/L, <18 kcal/100 mL, packaged in Tetra-pack, light red color, and containing labeling information about antioxidants and Bissap. Four clusters of consumers were identified: price sensitive, body concerned, packaging attracted, and demanding, highlighting the most influential choice attributes: price, calories, and packaging. Findings provide useful guidance for new product development of an African product in the European lifestyle. Results might be useful from a nutraceutical point of view and to the food/beverages industry.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSILVA, Ana Patricia; Maria Isabel, FRANCO; MADY, Cissé; PALLET, Dominique; TOMLINS , Keith; BENNETT, Bem; PINTADO M.E.; SOTTOMAYOR. Miguel - Drivers of Acceptance of a New Beverage in Europe. Beverages. ISSN 2306-5710 . Vol. 2, N.º 2 (2016), p. 2-14pt_PT
dc.identifier.doi10.3390/beverages2020012pt_PT
dc.identifier.eid85023195304
dc.identifier.issn2306-5710
dc.identifier.urihttp://hdl.handle.net/10400.14/21105
dc.identifier.wos000455131800005
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectBissappt_PT
dc.subjectAfricapt_PT
dc.subjectPortugalpt_PT
dc.subjectConsumer behaviorpt_PT
dc.subjectConjoint analysispt_PT
dc.subjectFocus groupspt_PT
dc.subjectSegmentationpt_PT
dc.titleDrivers of Acceptance of a New Beverage in Europept_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/3599-PPCDT/PEst-OE%2FEQB%2FLA0016%2F2013/PT
oaire.citation.endPage14
oaire.citation.issue2
oaire.citation.startPage2
oaire.citation.titleBeverages
oaire.citation.volume2
oaire.fundingStream3599-PPCDT
person.familyNamePintado
person.givenNameMaria Manuela
person.identifier456608
person.identifier.ciencia-id2F13-AAE0-3405
person.identifier.orcid0000-0002-0760-3184
person.identifier.ridF-5696-2013
person.identifier.scopus-author-id7004483898
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationba387c7d-27c9-4016-895c-b35597e91ebc
relation.isAuthorOfPublication.latestForDiscoveryba387c7d-27c9-4016-895c-b35597e91ebc
relation.isProjectOfPublication76842dfa-b675-443a-843b-f9555a0a9199
relation.isProjectOfPublication.latestForDiscovery76842dfa-b675-443a-843b-f9555a0a9199

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