An exploratory study of sensory attributes and consumer traits underlying liking for and perceptions of freshness for ready to eat mixed salad leaves in Italy

Abstract The role of sensory attributes and storage time information in driving liking for and perceptions of freshness for ready to eat vegetables was investigated in mixed salad leaves for different storage times (0, 3, 7 and 9 days). A modified Repertory Grid Method was used to identify ten attributes describing consumer's perception of sensory properties over storage. Eighty-one consumers rated the overall liking, the intensity of sensory attributes and the level of freshness in salad samples at different storage times. Freshness was evaluated in blind and informed conditions. Furthermore, consumers filled in a Food Choice Questionnaire and rated the importance of six attributes known to be important for ready to eat salad choice. The relationships between sensory properties significantly affected by storage time, perceived freshness and liking showed that both liking and freshness were positively related to appearance attributes (green colour, salad assortment and leaf turgidity). The perceived level of freshness, expiry date and appearance were confirmed as the most important attributes for ready to eat salad choice. Two clusters of consumers (Cl1: n = 49; Cl2: n = 32) were identified based on the mean liking rating. The positive effects on health and mood as well as ethical concerns drove food choice more in Cl1 than in Cl2 subjects. No significant effect of storage time was found on liking ratings expressed by Cl1 in blind conditions, while a significant decrease of perceived freshness was observed. On the other hand, results from Cl2 in blind conditions showed a significant decrease of both liking and perceived freshness. Information about storage time significantly affected freshness ratings in Cl1 but did not influence those from Cl2. Results suggest that collection of sensory data, affective responses and information about the background of subjects is needed to fully investigate the perceptions of freshness from a consumer perspective.