Consumer Preferences for Low-Amylose Rice: A Sensory Evaluation and Best-Worst Scaling Approach.

This study investigates the influence of sensory evaluation results on consumer preference, specifically focusing on salted rice balls made from low-amylose rice, which is suitable for chilled rice applications. Sensory evaluations were conducted through home-use tests, and consumer behavior data were collected using the Best-Worst Scaling method. The results, analyzed via a conditional logit model, show that consumer preferences for new low-amylose rice varieties improved post-sensory evaluation, with stickiness and appearance exhibiting significant interaction effects. Although the preference for food waste reduction declined after the evaluation, positive responses remained consistently high both before and after the evaluation. The findings suggest that sensory characteristics may take precedence over other attributes in promoting processed rice products. Combining sensory evaluation with food experiences is crucial for understanding consumer preferences. Additionally, emphasizing the potential for shelf life extension and food loss reduction through low-amylose rice varieties can effectively raise consumer awareness.