Hwang Ji-Sun, Kim Mina K
Department of Food Science and Human Nutrition and K-Food Research Center, Jeonbuk National University, Jeonbuk, Korea.
J Sci Food Agric. 2025 Apr;105(6):3373-3381. doi: 10.1002/jsfa.14103. Epub 2025 Jan 2.
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.
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.
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.
豆酱（发酵大豆酱）是一种传统的韩国食材，长期以来一直是韩国料理的一部分。商业化、大规模生产的豆酱产品在韩国市场很普遍，而消费者对传统制作的豆酱的需求正在稳步下降。了解消费者对传统豆酱的认知可以为基于消费者洞察的销售和营销策略奠定基础。本研究的目的是通过自由词联想测试来确定消费者对传统豆酱的认知。
共有339名参与者对调查做出了回应，他们均是从预先确定的人口统计配额中精心招募的。总共引出了906个有效词，人均2.67个词，这些词被分为六个维度和11个子类别。在“感官”“食品”“健康”和“发酵”四个维度上观察到了根据居住地区的显著差异。总体而言，在所有消费者中，感官维度是与传统豆酱相关的最主要心理概念。
在感官维度下，消费者对传统豆酱的感官认知大多与风味相关，如“古素风味”，一种陈酿良好且发酵充分的风味。根据年龄和居住地区，对传统豆酱的认知存在差异。©2025化学工业协会。
