Consumer perceptions of 'traditional doenjang' using a free word association test.

IF 3.3 2区农林科学 Q1 AGRICULTURE, MULTIDISCIPLINARY

Journal of the Science of Food and Agriculture Pub Date : 2025-01-02 DOI:10.1002/jsfa.14103

Ji-Sun Hwang, Mina K Kim

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引用次数: 0

Abstract

Background: Doenjang (fermented soybean paste) is a traditional Korean ingredient that has long been part of Korean cuisine. Commercial, mass-produced doenjang products are prevalent in the Korean market, and consumer demand for traditionally produced doenjang is steadily decreasing. An understanding of consumers' perceptions of traditional doenjang can serve as a foundation for sales and marketing strategies that are informed by consumer insights. The objective of the current study was to determine consumers' perception of traditional doenjang using a free word association test.

Results: A total of 339 participants responded to the survey, each carefully recruited from a predetermined demographic quota. A total of 906 valid words were elicited, representing 2.67 words per person, and these were categorized into six dimensions and 11 sub-categories. Significant differences according to residential area were observed in four dimensions: 'sensory,' 'foods,' 'health' and 'fermentation.' Overall, the sensory dimension was the most dominant psychological concept relating to traditional doenjang among all consumers.

Conclusion: Consumers' sensory perceptions of traditional doenjang were mostly flavor-related under sensory dimension such as 'gu-soo flavor,' a well-aged, and well-fermented flavor. There was a difference in the perceptions of traditional doenjang according to age and residential area. © 2025 Society of Chemical Industry.

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来源期刊

Journal of the Science of Food and Agriculture 工程技术-农业综合

CiteScore

8.10

自引率

4.90%

发文量

634

审稿时长

3.1 months

期刊介绍： The Journal of the Science of Food and Agriculture publishes peer-reviewed original research, reviews, mini-reviews, perspectives and spotlights in these areas, with particular emphasis on interdisciplinary studies at the agriculture/ food interface. Published for SCI by John Wiley & Sons Ltd. SCI (Society of Chemical Industry) is a unique international forum where science meets business on independent, impartial ground. Anyone can join and current Members include consumers, business people, environmentalists, industrialists, farmers, and researchers. The Society offers a chance to share information between sectors as diverse as food and agriculture, pharmaceuticals, biotechnology, materials, chemicals, environmental science and safety. As well as organising educational events, SCI awards a number of prestigious honours and scholarships each year, publishes peer-reviewed journals, and provides Members with news from their sectors in the respected magazine, Chemistry & Industry . Originally established in London in 1881 and in New York in 1894, SCI is a registered charity with Members in over 70 countries.