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How sauce color affects consumer emotional response and purchase intention: a structural equation modeling approach for sensory analysis

Chavis Ketkaew (International College, Khon Kaen University, Khon Kaen, Thailand) (Global Entrepreneurship Development Center (GEDC), Khon Kaen University, Khon Kaen, Thailand)
Peerapong Wongthahan (Faculty of Technology, Khon Kaen University, Khon Kaen, Thailand)
Amporn Sae-Eaw (Faculty of Technology, Khon Kaen University, Khon Kaen, Thailand)

British Food Journal

ISSN: 0007-070X

Article publication date: 27 January 2021

Issue publication date: 28 June 2021

546

Abstract

Purpose

Here the authors investigate the effects of a visual color cue (brown color) on saltiness expectations, emotional responses and purchase intention of commercial soy sauce products.

Design/methodology/approach

The study enrolled 100 participates, and three sauce colors (light brown, medium brown and dark brown) were used as treatments in this experimental design research. The data analysis was done by a structural equation modeling (SEM) approach with repeated measures.

Findings

The findings indicated that, for the medium and dark brown sauces, the final model revealed a positive effect of sauce color intensity on saltiness expectation, a positive impact of saltiness expectation on emotion and a positive impact of emotion on purchase intention with statistically indifferent factor loadings. Hence, both the medium and dark brown colors soy sauces were the preferred choices for consumers. However, for the light brown color, the test result was unsatisfactory.

Originality/value

Several empirical studies have identified visual cues as useful for sodium reduction. However, from a marketing perspective, a causal relationship between the color intensity and a customer's purchase intention has not been explored in soy sauce products using an experimental design concept and SEM.

Keywords

Acknowledgements

The authors appreciate the International College and the Faculty of Technology, Khon Kaen University, to sponsor and provide research facilities. The authors declare no potential conflict of interests related to this work.

Citation

Ketkaew, C., Wongthahan, P. and Sae-Eaw, A. (2021), "How sauce color affects consumer emotional response and purchase intention: a structural equation modeling approach for sensory analysis", British Food Journal, Vol. 123 No. 6, pp. 2152-2169. https://doi.org/10.1108/BFJ-07-2020-0578

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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