Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame

Appearance properties of vegetables can affect consumers' acceptance toward them as well purchase intent. Hence, appearance is highly associated with quality edamame ( Glycine max (L.) Merr.), a protein-rich vegetable that experiencing increased sales in the USA. Edamame high-value specialty crop and its production has been promoted Virginia other states USA where tobacco decreased last decade. To support current efforts to develop industry USA, consumer color data 10 genotypes grown were analyzed this follow-up study understand role overall characteristics acceptability beans. In two consecutive years, untrained adult volunteers used 9-point hedonic scales (1 = “dislike extremely”, 9 “like extremely”) evaluate liking samples (cooked shelled beans) our researchers measured reflective chroma meter. first year, sensory panelists also completed choice-based conjoint analysis determine their willingness-to-pay (WTP) for dark vs. light green beans salad. significantly different p < 0.05) genotype R14-16195 was most liked overall. Hedonic scores affected by “year” 0.05), so intentional changes between years (e.g., sample preparation) should be avoided future studies. Consumers showed higher WTP Additionally, intensity (color index) * coordinate correlated which suggests breeding selection criteria possibly predict acceptability. Employing measurement control method help improve harvest procedures, post-harvest handling, define standards market.