Consumer acceptability and monetary value perception of iced coffee beverages vary with drinking conditions using different types of straws or lids

Abstract

A recent trend of environmental sustainability has induced many coffee providers to offer alternatives to plastic straws. There has been little research regarding consumer perception of these alternative drinking conditions. This study aimed to determine differences in consumer perception of iced coffee beverages (without ice cubes) between plastic straw and alternative drinking conditions. Brewed samples of medium roast ground coffee beans blend were cooled down and served at 5 °C in the five drinking conditions using different straw materials (plastic, paper, or stainless steel), sippy cup lid, or no lid. Seventy-five consumers rated attribute intensities and acceptances of iced coffee beverages in all five drinking conditions. The results showed that both the mean hedonic ratings of flavor, mouthfeel, or overall impression and the mean amount consumers were willing to pay (US$) for iced coffee beverages were greater in the sippy-cup lid condition than in the paper straw condition. After analyzing consumer comments of the drinking conditions, it was also found that the sippy-cup lid condition induced a more pleasant drinking experience than the paper straw condition. Notably, no significant differences between the plastic and alternative drinking conditions were observed in attribute intensity, acceptance, and monetary value perception of iced coffee beverages. In conclusion, this study shows that consumer experience and acceptability of iced coffee beverages can vary with drinking conditions. Therefore, the coffee industry and sensory professionals should consider not only sensory aspects of coffee, but also drinking conditions to improve consumer experience with coffee beverages.

Keywords: Acceptance; Coffee; Lid; Monetary value; Perception; Sensory perception; Straw; Sustainability.