The Impact of Sensory Perceptions and Country-of-Origin Practices on Consumer Preferences for Rice: A Comparative Study of China and Thailand

The Impact of Sensory Perceptions and Country-of-Origin Practices on Consumer Preferences for Rice: A Comparative Study of China and Thailand

This investigation scrutinizes the impact of sensory perceptions and country of origin (COO) on consumer inclinations for aromatic rice in China and Thailand, elucidating pivotal sensory characteristics and cross-cultural variances in purchasing behavior. A choice experiment (CE) involving 1330 part...

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Bibliographic Details
Main Authors:	Tanapon Srisukwatanachai, Baichen Jiang, Achara Boonkong, Fallah Samuel Kassoh, Sutthawongwadee Senawin
Format:	Article
Language:	English
Published:	MDPI AG 2025-02-01
Series:	Foods
Subjects:	sensory perception consumer behavior fragrant rice willingness to pay choice experiment
Online Access:	https://www.mdpi.com/2304-8158/14/4/603
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