Luqing Yu, Sungeun Yoon, Qianyan Wu, Zhifeng Gao, Stephanie Hricik, Renee Goodrich-Schneider, Charles Sims, Yu Wang
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Modernizing standards of identity for juice: Evidence from consumer acceptance of orange juice blend
The Standards of Identity (SOI) for food may prevent the adoption of the strategies that help sustain the development of some food industries. This study provides comprehensive insights into the possibility of regulation changes with SOI for orange juice from consumer perspectives. Results show that the juice blends with 50% orange juice and 50% tangerine juice received the highest sensory scores. However, most consumers do not think juice blends with less than 70% orange juice can be called orange juice. The WTP for juice blends with less than 70% orange juice also decreases significantly. The results provide strong support for modifying the current SOI for orange juice. In addition, the ratio of 70% orange juice and 30% non-orange juice (tangerine/mandarin) is an appropriate threshold for starting the change to the SOI for orange juice. Successful modification to food SOI should consider its impact on both food quality and consumer perceptions.
期刊介绍:
The ISI impact score of Journal of Consumer Affairs now places it among the leading business journals and one of the top handful of marketing- related publications. The immediacy index score, showing how swiftly the published studies are cited or applied in other publications, places JCA seventh of those same 77 journals. More importantly, in these difficult economic times, JCA is the leading journal whose focus for over four decades has been on the interests of consumers in the marketplace. With the journal"s origins in the consumer movement and consumer protection concerns, the focus for papers in terms of both research questions and implications must involve the consumer"s interest and topics must be addressed from the consumers point of view.