An online survey of 478 Generation Z consumers found sensory perceptions of appearance, color, taste and aroma associated with cultural value, which in turn was strongly related to repeat-consumption intention for traditional Thai desserts.
Key findings
- Appearance and color were prioritized, followed by taste and aroma. Sensory perception related strongly to cultural value (β=0.92, p
Why this matters globally
The study suggests that heritage-food communication can connect sensory experience with story and identity rather than rely on abstract claims of tradition.
Thai researcher contribution
RMUTT researchers developed a model directly around Thai desserts and younger Thai consumers.
Limitations to consider
Sampling representativeness is unclear. The cross-sectional online survey is vulnerable to common-method bias, β=0.92 may indicate construct overlap, and intention is not repeat behavior.