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ORIGINAL RESEARCH article

Front. Sustain. Food Syst.
Sec. Nutrition and Sustainable Diets
Volume 8 - 2024 | doi: 10.3389/fsufs.2024.1345171

The effects of rational and emotional sustainability appeals to consumers' sensory perceptions and emotions

Provisionally accepted
Muhammad A. Abdullah Muhammad A. Abdullah *Sidra Ghazanfar Sidra Ghazanfar Sana Mukhtar Sana Mukhtar Muhammad Ramzan Muhammad Ramzan
  • Khwaja Fareed University of Engineering and Information Technology (KFUEIT), Rahim Yar Khan, Pakistan

The final, formatted version of the article will be published soon.

    Extrinsic cues are widely used by researchers to develop consumers’ perceptions of food. This study aimed to investigate how consumer perceptions and emotional responses to roti prepared by replacing the proportion of wheat flour with wheat bran (an agriculture by-product) were affected by rational and emotional sustainability appeals. The experimental design included three evaluation sessions. Four different samples of roti were developed from four different bran-wheat proportions. Results showed that rational and emotional sustainability appeals affected the sensory perception of 10-90% and 20-80% of bran-wheat roti samples. However, sustainability appeal had no significant effect on the 30-70% bran-wheat roti sample. Results also show that responses under blind condition were associated with negative emotions, while responses under sustainability appeals were associated with positive emotions. Rational sustainability appeal was heavily associated with positive emotions as compared to emotional appeal. l.

    Keywords: Traditional, sustainability, Bran, by-product, rational appeal

    Received: 27 Nov 2023; Accepted: 04 Sep 2024.

    Copyright: © 2024 Abdullah, Ghazanfar, Mukhtar and Ramzan. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Muhammad A. Abdullah, Khwaja Fareed University of Engineering and Information Technology (KFUEIT), Rahim Yar Khan, Pakistan

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.