Consumer behaviour and vegetables

Consumer Behaviour and Healthy Vegetables

PhD Fellow: ir. R. Bongoni

radhika.bongoni@wur.nl

Supervisors:
Dr. ir. L.P.A. Steenbekkers (PDQ)
Dr. ir. M. Dekker (PDQ)
Dr. ing. R. Verkerk (PDQ)
Promotor:
Prof. Dr. ir. M.A.J.S van Boekel (PDQ)

Sponsor:
VLAG graduate school; WUR –Food & Biobased Research
Project term:
January 2010 –January 2014

Introduction

Consumer belongs to the last part of the food production and supply chain. Consumer behaviour and vegetable handling practices greatly influence the level of phytochemicals–the health promoting compounds in vegetables. For instance, level of glucosinolates–phytochemical of Brassicaceae vegetables, can greatly vary by method of cooking, time-temperature profile, vegetable-water ratio. Several mechanisms like leaching of phytochemicals into cooking water, thermal degradation, enzymatic degradation play a key role for this variations. In order to increase the intake level of phytochemicals in cooked vegetables before consumption, it is necessary to explore the consumer behaviour, motives behind their behaviour, sensory preferences and at the same time study the influences of consumer behaviour on the level of phytochemicals (glucosinolates and β–carotene) in vegetables (broccoli and carrot). Mechanistic models (describing the rate of cell lysis, leaching, enzyme activity, enzyme denaturation) can be used to estimate the variations in the amount of remaining phytochemicals in cooked vegetables as a function of variation in processing conditions (vegetable–water ratio, temperature-time profile, etc).

Aim

The ultimate intention of the present research work is to increase the nutritional and health value of prepared vegetables (broccoli and carrot), by increasing the amount and availability of the bioactive compounds (glucosinolate and β–carotene respectively), given the sensory preference of consumers’.

Research

The approach is to integrate information from social science and natural science to gain an overall understanding on effects of consumer behaviour during vegetable preparation on the final quality in terms of level of phytochemicals in cooked vegetables (broccoli or carrot) (Fig.1). Direct observations and in–depth interview with consumers’ will provide first hand information on various consumer behaviour and motives behind their behaviour along with sensory preferences. Laboratory analysis studies the effects of consumer behaviour on level of phytochemicals in vegetables. Mechanistic model simulations estimate the amounts of remaining phytochemicals as a function of different preparation conditions. Sensory research would indicate optimal intensities of the relevant quality attributes like texture and colour of healthy vegetable preparation methods and to compare with the typical consumer vegetable preparation methods.

Future scope

This research project would provide information to: [i] consumers [ii] improve product & process design for vegetable products and [iii] design novel kitchen equipments with sensor technology