Understanding Indonesian People: Consumer Acceptance and Emotions Study of Green Tea Products From Thailand

Evaluation of emotions as part of other sensory tests is gaining momentum in the sensory science and consumer. The EsSense ProfileÒ was developed for studying the impact of food on consumer’s emotions. Consumer will express their emotions when consuming products. The objective of this research was to measure emotion responses obtaining from Indonesian people by using EsSense Profile®. Fourteen samples of green tea produced from Chinese variety and Assam variety were used in this study. Check-all-that-apply (CATA) method was used to screen the emotion terms. Eight terms were selected from a total of 39 emotion terms as calm, good, good-nature, happy, peaceful, pleasant, tender and warm as key emotion terms that are related to Thai tea products. Consumers were rated their emotions on a 5-point intensity scale before and after drinking tea. It was found that intensity of emotional response of green tea (Assam variety) was sinificantly different (p < 0.05) when compare before and after drink whereas green tea (Chinese varitey) was not significantly different (p > 0.05). Indonesian people accepted green tea produced from Chinese variety (72.1 %) more than Assam variety (52.7 %). Result from logistic regression indicated that color and taste were influential attributes affecting overall acceptance for green tea (Chinese variety) whereas color, aroma, flavor and taste were influential attributes for Assam variety. Indonesian people considered color, flavor and taste as key attributes affecting purchase intent. This result will provide incremental information regarding consumer tests and overall acceptability data and also help connect marketing with product development efforts via consumer emotions and acceptability ratings.

Keywords: Consumer acceptance, Emotions, Green tea

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