CONSUMER ACCEPTABILITY OF VEGETABLE SOUPS

The aim of this study was to investigate whether product label information “produced with organic ingredients” and “stabilization technology” affects consumer acceptability of vegetable soups. Three focus group interviews were preliminarily conducted in order to gain information about the appropriate terminology to use in the next consumer test. In all, 109 subjects were recruited by means of a background questionnaire. They were then divided into three groups according to age, gender and soup preference. Each group evaluated three different types of soup in two phases, first blind and then with information. At the end of the second phase, the participants filled in a conjoint analysis questionnaire. The results demonstrated that if consumers were informed that soup is prepared with organic ingredients, they would improve their acceptability scores, whatever the soup type. Stabilization technology information had no effect. Conjoint results revealed that consumers appreciate soups made with organic legumes and cereals and without seasoning. However, differences among subgroups were found.