Drivers behind consumers' intent to purchase deodorized soy milk

Abstract

Soy milk, rich in vitamin D and calcium, is a common alternative to dairy milk. However, its distinct 'beany off-flavor' has limited its acceptance, particularly in Western countries. A new technique employing preformed 'empty' V-type starch has been introduced to scavenge this off-flavor, aiming to promote soy milk consumption. The purpose of this study was to identify predictors of consumers' purchase intention of 'empty' V-type starch deodorized soy milk, particularly among college students. In this cross-sectional study, 105 college students were surveyed by a validated survey instrument that measures their perceptions of sensory quality, healthiness, price, environmental friendliness, food safety, and purchase intention of a novel product – 'empty' V-type starch deodorized soy milk. Additionally, demographic data were gathered to understand any correlations between these factors and the students' willingness-to-purchase of the deodorized soy milk. From the results, more than 80% of the participants expressed a positive attitude toward the 'empty' V-type starch-deodorized soy milk. The two dominant drivers behind their purchasing decision were Sensory Quality and Environmental Concern. Accordingly, it is crucial to highlight the improved sensory profile and the environmental friendliness of this soy milk product in order to achieve marketing success.

Keywords

Soy milk / 'empty' V-type starch / Beany off-flavor / Purchase intention

References

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This project is partially supported by the USDA National Institute for Food and Agriculture, Agriculture and Food Research Initiative Program, Competitive Grants Program award from the Improving Food Quality (A1361) program FY 2018 as Grant No. 2018-67017-27558.

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