The Impact of Sensory Perceptions and Country-of-Origin Practices on Consumer Preferences for Rice: A Comparative Study of China and Thailand

This investigation scrutinizes the impact of sensory perceptions and country of origin (COO) on consumer inclinations for aromatic rice in China and Thailand, elucidating pivotal sensory characteristics and cross-cultural variances in purchasing behavior. A choice experiment (CE) involving 1330 participants from Guangzhou and Bangkok assessed attributes such as fragrance, grain quality, certification, and pricing. Structural Equation Modeling (SEM) was used to examine correlations between sensory perceptions, COO, and willingness to pay (WTP). The findings indicate that fragrance and grain integrity substantially influence preferences, with Chinese consumers more inclined to buy premium-certified rice due to escalating incomes and food safety apprehensions, whereas Thai consumers emphasize domestically produced rice and demonstrate pronounced ethnocentrism. Price sensitivity and brand allegiance similarly affect both markets. This study underscores the significance of enhancing sensory and COO attributes to bolster the global competitiveness of aromatic rice, and it provides pragmatic insights for quality assurance, certification, and culturally nuanced marketing strategies.