Into the minds of coffee consumers: perception, preference, and impact of information in the sensory analysis of specialty coffee

Abstract This study aimed to analyze the knowledge, perspectives, and preferences of consumers about specialty coffees and to investigate how information can influence the perception of taste and the sensory characteristics of consumers. A descriptive-analytic survey was conducted through a questionnaire in a digital format with 1005 respondents. Four trained Q-Grader tasters evaluated a sample of cherry coffee fermented. The Specialty Coffee Association developed the cupping protocol used. According to the perceived descriptors, a sensory analysis was performed with the same coffee with 101 consumers to evaluate the influence of information received before the analysis. The chocolate flavor is the most expected in coffee. However, the participants are willing to try different specialty coffees. The coffee has been considered excellent (85.15 points) by Q-Grader tasters and widely accepted by consumers. Check-all-that-Apply (CATA) test showed that consumers could be influenced by information. When the coffee has been presented without information, the consumers noticed a more caramel flavor. However, when the information has been added to the same coffee, the citric flavor was more noticeable. In conclusion, information on specialty coffees should be more widespread. Consumer's expectations can be influenced by information, which in turn can modify their sensory perception.

摘要 本研究旨在分析消费者对于精品咖啡（Specialty Coffees）的认知、观点及消费偏好，并探究信息如何影响消费者的味觉感知与感官特征。本研究采用描述性分析调查设计，通过数字化问卷共收集1005份有效受访者数据。四名经过培训的Q-Grader杯测师（Q-Grader）对发酵咖啡樱桃样品开展感官评估，本次研究所用的杯测规程由精品咖啡协会（Specialty Coffee Association）制定。基于感知描述词，研究团队针对同款咖啡招募101名消费者开展感官分析，以评估分析前接收的信息对其感官体验的影响。巧克力风味是消费者对咖啡最具普遍性的预期风味，但同时受访者亦愿意尝试多款不同的精品咖啡。经Q-Grader杯测师评定，该咖啡得分85.15分，被归类为优质咖啡，并获得消费者的广泛认可。多选式适配测试（Check-all-that-Apply, CATA）结果显示，消费者的感官感知会受到信息的影响：当未向受试者提供咖啡相关信息时，其更易感知到焦糖风味；而当补充介绍该咖啡的相关信息后，柠檬酸风味则更为凸显。综上，精品咖啡的相关信息应进一步推广普及。消费者的预期可被信息所影响，而这一变化又会进一步改变其感官感知。