It's not just for the pleasure of drinking it! modeling the acceptance and purchase intention of a functional chocolate beverage in Colombia

Abstract

In recent years, functional foods have gained popularity worldwide due to their perceived health benefits, especially in developed countries. This study investigates the acceptance and purchase intention of a functional cocoa-based beverage in Colombia, where annual per capita cocoa consumption is 1.0 kg, exceeding the global average of 0.65 kg. Using sensory evaluation methods, including the Just About Right (JAR) methodology and structural equation modeling (PLS-SEM), the study assesses how sensory perceptions (such as taste, aroma, and texture) and perceived functional benefits (digestive, energy, and mental) influence product acceptance and purchase intention. Three hundred eighty-nine consumers participated in this study, consuming a functional cocoa beverage containing 100 mg of cocoa flavanols daily for seven days. Sensory evaluations revealed that 90 % of participants found attributes such as color and aroma “Just About Right,” although 27.6 % rated sweetness too low. The structural model demonstrated that sensory perceptions positively influenced product acceptance (β = 0.363) and purchase intention (β = 0.403). However, perceived functional benefits moderated these relationships, with consumers who valued functional claims more willing to overlook suboptimal sensory attributes. The findings underscore the importance of balancing sensory quality and functional claims in product development. While functional benefits can drive purchase intentions, sensory appeal remains critical to consumer acceptance, especially in traditional food markets like Colombia. This study paves the way for future research that should extend this approach to other food categories, exploring the interplay between sensory attributes, functional benefits, and consumer behavior.