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Consumers of organic foods: value segments and liking of bread
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Domestic Sciences.
2007 (English)In: Food Quality and Preference, ISSN 0950-3293, Vol. 18, no 3, 471-481 p.Article in journal (Refereed) Published
Abstract [en]

Five, quite different white pan breads were chosen from twelve samples using Principal Component Analysis. Milling, baking, sensory assessment and sample preparation are described in [Kihlberg, I., Öström, Å., Johansson, L., & Risvik, E. (2006). Sensory qualities of plain white pan bread – influence of farming system, year of harvest and baking technique. Journal of Cereal Science, 43(1), 15–30]. A consumer acceptance test was conducted on 184 consumers of organic products in two age groups, 30 and >30 years. The selected breads were tasted and scored for liking. Subsequent to the tasting, the consumers responded to a questionnaire including a complete set of the 56 Schwartz values and 10 statements related to issues of specific interest. Results confirmed the main groups of the near universal structure of values suggested by Schwartz and revealed different segments among organic consumers. Consumption frequency was also related to the values. Consumer groups differed significantly in values and in liking of breads. Among the most liked breads were both organic and conventional breads. The majority of consumers considered that organic food tastes better than conventional and that consumption of organic bread should increase. Moreover, about 50% declared that they would not buy an organic food product that was appreciably higher in price than a corresponding conventional food product.

Place, publisher, year, edition, pages
2007. Vol. 18, no 3, 471-481 p.
Keyword [en]
Organic consumers, Values, Food acceptance, Liking of food, Wheat, Bread, Consumer test
National Category
Food Science
URN: urn:nbn:se:uu:diva-92090DOI: 10.1016/j.foodqual.2006.03.023ISI: 000243541700001OAI: oai:DiVA.org:uu-92090DiVA: diva2:165044
Available from: 2004-09-22 Created: 2004-09-22 Last updated: 2011-02-17Bibliographically approved
In thesis
1. Sensory Quality and Consumer Perception of Wheat Bread: Towards Sustainable Production and Consumption. Effects of Farming System, Year, Technology, Information and Values
Open this publication in new window or tab >>Sensory Quality and Consumer Perception of Wheat Bread: Towards Sustainable Production and Consumption. Effects of Farming System, Year, Technology, Information and Values
2004 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

In order to study the effect of production systems aimed at sustainability on product quality and of sensory and non-sensory factors on product acceptance – the effect of farming system, year, milling and baking techniques on the sensory qualities of wheat bread as a model product was investigated using a descriptive test, and the effect of information and values on liking of bread using consumer tests.

Whole wheat and white breads were baked with wheat grown in six lots in established conventional and organic farming systems in field trails, in two subsequent years for the white bread.

Milling technique influenced flours’ rheology and had greater impact on the sensory qualities of whole wheat bread and on the slice area than did farming system and baking technique. Bread baked with roller-milled wheat was characterized by sweetness, juiciness, compactness and smaller slice area than bread baked with stone-milled wheat, which was characterized by saltiness, deformity and roasted cereals.

The effect of year on the white bread was greater than the effect of farming system or recipe modification. Bread baked with wheat harvested in 1999 had significantly lower intensities of crumb attributes such as smoothness, juiciness and elasticity, but higher rancid flavour, springiness, compressibility, mastication resistance than bread baked with wheat harvested in 2000. Bread baked with conventional flour had significantly higher juiciness and elasticity than organic bread.

Image analysis did not show differences in slice area between bread baked with conventionally and organically grown wheat harvested in 1999 compared with 2000. Information affected liking in relation to the type of provided information. Information on organic origin enhanced most liking of bread, particularly for the less liked samples and frequent consumers of organic food. Significantly different values and different specific liking of breads were found among consumer segments. Results linked values and age with “taste”.

Place, publisher, year, edition, pages
Uppsala: Acta Universitatis Upsaliensis, 2004. 86 p.
Comprehensive Summaries of Uppsala Dissertations from the Faculty of Social Sciences, ISSN 0282-7492 ; 139
Domestic sciences, Product quality, Production quality, Sustainability, Organic farming, Wheat, Organic Food, Bread, Milling, Breadmaking, Sensory analysis, Consumers, Information, Values, Food acceptance, Hushållsvetenskap
National Category
Food Science
urn:nbn:se:uu:diva-4529 (URN)91-554-6029-1 (ISBN)
Public defence
2004-10-15, R 107, Institutionen för hushållsvetenskap, Trädgårdsgatan 14, Uppsala, 10:00
Available from: 2004-09-22 Created: 2004-09-22Bibliographically approved

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