Local but unknown: evaluating the acceptability and sensory aspects of a traditional local fresh potato variety

Abstract

This research explores consumers’ acceptance, sensory evaluation, and measures the willingness to pay (WTP) for the most important attributes of a locally grown fresh potato variety. Data were collected from two experiments. Experiment 1 (shopping stage) explores product positioning and reveals consumers’ acceptability using three measurements: visual appearance rating, purchase intent, and WTP. Experiment 2 (consumption stage) involves sensory rankings conducted at home of the local potato. The results show that consumers positively valued the visual appearance and were willing to purchase the local potato. The higher the liking of the visual appearance the higher the consumers’ intention to purchase the product. Women are more likely to buy the local potato. Conversely, consumers over 55 years old with lower income levels are willing to pay less for the local potato. After taste, the participants’ rating of the product remains unchanged, however, there is a negative rating of the odor of the local potato once fried.