Flavoring Information Influences Sensory Acceptance and Purchase Intention of Yogurt: A Study With Text Highlighting

This study evaluated the influence of information about different types of flavorings (natural, nature-identical, and artificial) on sensory acceptance and consumer purchase intentions toward Tahiti lime-flavored yogurts, using the innovative text highlighting (TH) methodology. Considering the increasing consumer demand for natural ingredients and transparency in food labeling, understanding how flavoring information affects sensory perception is highly relevant. A total of 103 consumers participated in sensory acceptance tests, purchase intention assessments, and free listing tasks. Evaluations were initially conducted blind and subsequently repeated after exposure to detailed information about the flavorings using the TH technique. Results demonstrated a significant increase in sensory acceptance and purchase intentions for yogurts containing natural flavorings, whereas a notable decline in purchase intentions was observed for the artificially flavored yogurt. TH analysis revealed that terms such as “Natural,” “Healthy,” and “Accessible” were positively perceived by consumers, while “Artificial,” “Synthesized,” and “Chemical compounds” elicited negative associations. Sensory descriptors like “Sweet Taste” and “Lime Taste” received positive attention, whereas “Bitter Taste” and “Noticeable Aftertaste” were perceived negatively, particularly, after consumers became informed about the artificial flavorings. The findings highlight the critical role of ingredient information in shaping consumer perceptions and purchase decisions. Thus, clear, transparent labeling and educational marketing strategies emphasizing naturalness may enhance consumer acceptance and positively influence purchasing behaviors.