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An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study

As some previous research has highlighted, landscape characteristics are useful for improving the market share of some food products and the market power of companies in the agrifood sector. The purpose of this study is to verify whether the visual aesthetic quality of the landscape can influence fo...

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Autores principales: Tempesta, Tiziano, Vecchiato, Daniel
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9222271/
https://www.ncbi.nlm.nih.gov/pubmed/35741975
http://dx.doi.org/10.3390/foods11121779
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author Tempesta, Tiziano
Vecchiato, Daniel
author_facet Tempesta, Tiziano
Vecchiato, Daniel
author_sort Tempesta, Tiziano
collection PubMed
description As some previous research has highlighted, landscape characteristics are useful for improving the market share of some food products and the market power of companies in the agrifood sector. The purpose of this study is to verify whether the visual aesthetic quality of the landscape can influence food preferences and the willingness to pay for agrifood products. To this end, the preferences of 64 participants for three types of juice (orange, peach and pear) were analysed through a blind tasting experiment. Each participant tasted three pairs of fruit juices, one for each type of juice. The juices belonging to each pair were the same, but before tasting, the participants were shown two photos portraying the orchards where the fruits were produced, so participants were induced to think that the juices were different. The landscape associated with each pair of photographs had a different visual aesthetic quality (high or low). Participants were asked to provide three measures while tasting the juices: their overall juice assessment using a seven-point hedonic scale, the visual aesthetic quality of the photos on a seven-point Likert scale, and their willingness to pay as a percentage variation of the price that they usually pay to buy fruit juices. According to our results, the mean overall liking score and the mean willingness to pay percentage variation for the juices associated with a preferred landscape was higher and statistically different. Despite the need for further research, our results suggest that landscape acts as a proxy for quality in the evaluation of some food products and that the use of landscape photos could be a valid marketing strategy in agribusiness.
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spelling pubmed-92222712022-06-24 An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study Tempesta, Tiziano Vecchiato, Daniel Foods Article As some previous research has highlighted, landscape characteristics are useful for improving the market share of some food products and the market power of companies in the agrifood sector. The purpose of this study is to verify whether the visual aesthetic quality of the landscape can influence food preferences and the willingness to pay for agrifood products. To this end, the preferences of 64 participants for three types of juice (orange, peach and pear) were analysed through a blind tasting experiment. Each participant tasted three pairs of fruit juices, one for each type of juice. The juices belonging to each pair were the same, but before tasting, the participants were shown two photos portraying the orchards where the fruits were produced, so participants were induced to think that the juices were different. The landscape associated with each pair of photographs had a different visual aesthetic quality (high or low). Participants were asked to provide three measures while tasting the juices: their overall juice assessment using a seven-point hedonic scale, the visual aesthetic quality of the photos on a seven-point Likert scale, and their willingness to pay as a percentage variation of the price that they usually pay to buy fruit juices. According to our results, the mean overall liking score and the mean willingness to pay percentage variation for the juices associated with a preferred landscape was higher and statistically different. Despite the need for further research, our results suggest that landscape acts as a proxy for quality in the evaluation of some food products and that the use of landscape photos could be a valid marketing strategy in agribusiness. MDPI 2022-06-16 /pmc/articles/PMC9222271/ /pubmed/35741975 http://dx.doi.org/10.3390/foods11121779 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Tempesta, Tiziano
Vecchiato, Daniel
An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study
title An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study
title_full An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study
title_fullStr An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study
title_full_unstemmed An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study
title_short An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study
title_sort explorative analysis of the influence of landscape visual aesthetic quality on food preferences in italy: a pilot study
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9222271/
https://www.ncbi.nlm.nih.gov/pubmed/35741975
http://dx.doi.org/10.3390/foods11121779
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