Shaping Rice Preferences: Effects of Farming Information, Package Design and Consumer Attributes

This study investigates the effects of information disclosure on consumer acceptance of organic and conventional rice, focusing on sensory experiences and repurchase intentions. Two randomized controlled trials were conducted with 211 university staff members to examine how farming practice information, package design, and producer information influence taste perception and willingness to eat rice again. In the first trial, disclosure of organic farming information significantly improved both taste perception and willingness to eat organic rice again. The proportion of participants preferring organic rice taste increased from 31.8% to 44.8%, while willingness to eat organic rice again rose from 16.4% to 34.4% with information disclosure. The second trial, focusing on conventional rice, revealed that while package design and producer information did not significantly affect taste perception, they positively influenced repurchase intentions. Willingness to eat rice in a designed package again increased from 17.3% to 29.4% when producer information was disclosed. Across both trials, a strong relationship between taste evaluation and willingness to eat again was observed. Individual attributes, such as being particular about food, showed complex relationships with rice evaluation. Notably, environmental awareness, despite being prevalent among respondents, had limited effect on organic rice evaluation. These findings have important implications for organic rice marketing strategies and the promotion of sustainable agricultural practices. They suggest that providing clear information about organic farming practices could enhance consumer acceptance and potentially increase market share for organic rice. For conventional rice producers, results highlight the importance of package design and producer information in influencing repurchase intentions.